Macy's is a 150-year-old department store with a deep connection to its core audience: women ages 25–54. Today that customer shops online, offline and everywhere, so Macy's has adapted its inventory, marketing and internal team structure to let her research, buy and collect her purchases where and when she wants. Here, Macy's executives talk about their successful omnichannel approach.
The bottom line is, we're indifferent to whether she converts in the store or online. We just want her to shop with Macy's.—Jennifer Kasper, Group Vice President, Digital Media & Multi-cultural Marketing.