How Macy’s transformed holiday shopping for digital consumers using TikTok

As younger consumers increasingly choose to shop online rather than in physical stores, retailer Macy’s is finding new ways to engage and inspire them in the same way as an in-store browsing experience.

Macy’s is one of the biggest names in traditional retailing and its flagship Manhattan store in Herald Square bills itself as the world’s largest store.

But with the world’s consumers – especially younger ones – increasingly choosing to shop online rather...