Macy’s insight: bridge physical and digital with mobile apps

This event report details how Macy’s, the department store chain, is using its mobile app as a tool to drive multiple forms of consumer engagement.

Macy's insight: bridge physical and digital with mobile apps

Sonia Paul

Much of the innovation in mobile retail has focused on reducing friction at the point of sale. But Nikhat Afza, Director of Mobile Applications at Macy's.com and Bloomingdales.com, says it's time for a more holistic approach.

"Retailers continue to focus on … the buying – the point at which they actually have the least influence," she told delegates at the 2016 Mobile Innovation Summit, an event held by the Innovation Enterprise in San Francisco.

Instead, Afza proposed, "Retailers should focus on designing and building customer experiences that cater to...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands