Macy's is being analyzed again for its omnichannel efforts. The folks over at Mobile Commerce Daily have an excellent read:
http://www.mobilecommercedaily.com/macys-narrows-gap-between-marketing-technology-to-boost-omnichannel-strategy-mobile-marketer
Here is a snippet from that piece:
NEW YORK – A Macy’s executive at the Mcommerce Summit: State of Mobile Commerce 2015 discussed how the retailer’s marketing and technology departments work closely together, enabling it to bring innovations such as visual search to market while making the organization more comfortable with testing new solutions that may not be perfect yet.
During the presentation, “Macy’s: Focusing on Advances in Social Marketing and Technology through the Omnichannel Lens,” the executive also pointed to the importance of mobile in the convergence of the digital experience and the physical store. Examples include a new feature in the Macy’s shopping application enabling users to send a product home while in the store and the testing of different mobile devices to support store associates.
“I think that marketing and technology are converging,” said Martine Reardon, chief marketing officer at Macy’s.
You have to wonder how much this is wishful thinking on the part of marketing and how much is reality. Some CIOs would prefer to take increasing ownership of digital while a new category of C-Suite is interested as well, namely the Chief Digital Officers and/or Chief Customer Experience Officers.
Happy Reading,
J.W. Gant
During the presentation, “Macy’s: Focusing on Advances in Social Marketing and Technology through the Omnichannel Lens,” the executive also pointed to the importance of mobile in the convergence of the digital experience and the physical store. Examples include a new feature in the Macy’s shopping application enabling users to send a product home while in the store and the testing of different mobile devices to support store associates.
“I think that marketing and technology are converging,” said Martine Reardon, chief marketing officer at Macy’s.
You have to wonder how much this is wishful thinking on the part of marketing and how much is reality. Some CIOs would prefer to take increasing ownership of digital while a new category of C-Suite is interested as well, namely the Chief Digital Officers and/or Chief Customer Experience Officers.
Happy Reading,
J.W. Gant
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