Macy's needs to evolve its mobile app and online presence to better compete with online retailers. The team proposes replacing the current Macy's app with "M by Macy's", which would personalize the shopping experience for each customer. They outline three action points: 1) "My Rack" allows ordering items to try on in-store; 2) barcode scanning provides product information and recommendations; 3) "My M.A.P.'s" guides customers to items in-store. They also propose in-store "Trend Racks" and digital displays to promote popular items and the new app features, strengthening customer connections to the Macy's brand.

1. Macy’s 2016
College Case Study
The University of Arizona’s
Abraham Baca/ Daniela Aguirre/
Mila Hooks/ Vili Langi

2. Challenge Objective
Considering Macy’s company culture, our primary goal is to evolve what Macy’s currently
has and position it as the dominant retail and entertainment giant. In order to do so we will
focus on delivering convenience, valued selection, and innovation. We have seen that virtual
based companies, such as Amazon, have become rising threats to establishments such as
Macy’s. Therefore, our presentation will focus on:
bringing the virtual retail experience to customers
enhancing customer's connection to the Macy’s brand
While maintaining Macy’s culture, and delivering on new experiences by implementing
technology.
“Be everywhere, do everything, and never fail to astonish the
customer”

3. Macy’s Need
Macy’s Company
For nearly 150 years, the
Macy’s brand has
advanced in becoming a
department store with the
broadest selection of
brands at great value,
while creating magical
experiences and values
that drive Macy’s culture.
Current Macy’s App
The current Macy’s app allows users
to:
Browse/purchase current inventory
Access to coupon savings
Store locations
Save items for later use
With Macy’s current app, customers
experience an impersonal interaction
with the company as there is a
defined disconnect from the online
and brick and mortar stores.
How do
we look to
the
future?

4. Our proposal is to replace Macy’s existing app and introduce M by Macy's as the new face of the
mobile application.
What is M by Macy’s?
● M by Macy’s is a new interactive website that has been
made to personalize each customer's shopping
experience.
● M’s initiative is to build the best shopping experience for
customers by allowing them to save products such as
apparel, shoes, and accessories. The more customers
interact with this platform, the more Macy’s is able to
learn about that individual’s style.
● M is uniquely designed for each specific customer, one
person's website and merchandise displayed will look
different than other users due to their own distinct style.
Our presentation will utilize this new developed platform to evolve Macy’s app, while addressing the
disconnection between Macy’s online presence and the physical store.
M by Macy’s

5. Innovation Valued Selection Convenience
Noun
The state of being able to proceed with
something with little effort or difficulty.
With the evolution of technology,
customers have adapted to the
convenience technology offers. To
advance the Macy’s culture and
customer base Macy’s must:
1) Offer a simple and approachable
environment for its customers.
2) Quick access to assistance and
product information
Noun
Offering a wide selection of quality
and fashionable products.
Accessibility is crucial in order for
customers to feel connected and
comfortable with the products at
hand because modern shoppers are
continuously mobile & moving with
evolving technology.
Macy’s must:
1) Familiarize customers with product
inventory.
2) Personalize product selection for
each customer.
Noun
A new method, idea, product, or
application of a better solution.
Millennials and American
customers are continuously
evolving with the newest fads and
trends. In order to acquire the
attention of these customers
Macy’s must:
1) Connect the customers & the
brand on a personalized level.
2) Merge its culture with the fast
evolving technology.
Solution: To target all current and potential shoppers
Therefore we have narrowed down two types of general shoppers.

6. The “Bullseye
Shopper”
Brower Shopper: A shopper who is
shopping at their own leisure.
Most often NOT on a time crunch.
The “Browsing
Shopper”
A Shopper who knows specifically what
they are looking for.
Most often on a time crunch.
In order to cater to all of Macy’s shoppers we have designed
an action plan with three distinctive action points.
OR

7. Our Solutions

8. Action Point #1:
Improving Innovation

9. My Rack
How it works
My Rack- A personalized service that allows M by
Macy’s app users to request clothing they are
interested in to be set aside and ready for them to
try on at any Macy’s location.
Customers would use the following steps:
1. Click “Send to My Rack” for the clothing they
want to try on in their My Rack Fitting room.
2. Select a time frame a My Rack attendant can
expect them to be at their fitting room.
3. Confirm their appointment an hour prior to their
fitting.
*When they arrive to the Macy’s My Rack Fitting Rooms their items would be
waiting for them with the attendant. Clothing will be on hold for 24 hours.
1.
“Send to My Rack”
Button
2.
Confirm Items &
fitting time

10. My Rack
Why it works
Another addition to Macy’s
omnichannel convenience services.
Targets customers who enjoy the
convenience of online shopping but
prefers to try before they buy.
Creates a personal shopping
experience.
Creates a direct connection from
Macy’s online store to the brick and
mortar.
44% of shoppers want the ability to buy
online and pick up their purchases in a
store.
(CMO Adobe. Abramovich, Giselle)
_____________________
84% of store visitors use their mobile
devices before or during a shopping trip.
(CMO Adobe. Abramovich, Giselle)

11. Action Point #2:
Improving Valued Selection

12. Barcode Enhancement
How it WorksMacy’s current app offers the ability to scan
barcodes to view product reviews and
pricing.
What we’re adding is the ability for
customers to scan an item's barcode which
instantly provides them with:
Merchandise stock information
Similar merchandise to what was
scanned
Option to add scanned items to
favorites in M by Macy’s.
Suggested items to complete your
2. List of items to
complement the item
scanned
1. Scan any clothing
item

13. Barcode Enhancement
Why it Works
Creates a mobile channel for consumers
that provides the information needed
to make the best buying decision.
Customers can easily shift from their
smartphones to the physical store.
This improved feature addresses the
dilemma every customer faces—
completing an outfit.
By providing additional product options
and product information, it increases
the likelihood of customers making
other purchases.
Millennial shoppers lead the way in
smartphone usage in-store, comparing prices,
reading reviews, buying products, and
engaging with brands on social media while in
physical stores.
(CMO adobe)
--------------------------
More than 50% [of shoppers] use their
smartphones to research products or services
while shopping.
(Barkley Studies. Brian Honigman)

14. Action Point #3:
Improving Convenience

15. My M.A.P’s stands for My Macy’s Advanced
Pathfinder. It is another added feature to the
M by Macy’s app that is essentially an in
store Mapquest.
With My M.A.P’s, Customers are directly
guided to the location of any specific
department or SKU specific item.
In My M.A.P’s customers can visually see
STARS on their map locating items in the
brick and mortar store, indicating products
they have favorited through their M by
Macy’s profile.
How it Works
My M.A.P’s

16. My M.A.P’s
Why it Works
My M.A.P’s addresses the issue of
customer convenience, by navigating
customers through the store offering real
time assistance and guidance through
the stores complex layout.
By allowing customers to see favorited
items from their Macy’s app as stars in
the physical stores. My M.A.P’s offers a
bridge to the existing gap between the
brick and mortar and the online stores.
68% of all Millennials demand an integrated,
seamless experience… being able to transition
effortlessly from smartphone to personal computer
to physical store.
(Accenture Retail Research. Donnelly, Christopher)
____________________

17. Promotion & Execution:
How to make it work

18. Trend Rack
How it Works
Trend Rack- Each Macy’s store is fitted with an area within
each department that would be known as the “Trend
Rack”, displaying the items in that specific department that
have been popular within a specific time frame.
a. This method allows the customers to visually
understand the items that are popular within
each department.
i. Each Macy’s would focus on trends that
are gaining ground within each region
of the united states due to the fact that
trends do not remain consistent
throughout all of the U.S.
ii. Places an emphasis on popular items
that Macy’s currently has within
inventory and allows customers to
visually see what's trending.
Trend Rack
Television Monitors:
Promoting the M by
Macy’s and popular
items Television Monitors
Clothing racks that display
trending & top selling
apparel.
Display of trending
and top selling
accessories & shoes.

19. Trend Rack
Why it Works
Customers and the American Culture have
conformed to ACCESSIBILITY and guidance of
products and brands.
With the evolution of the 21st century and visual
media, customers need visual access to new trends.
The Trend Rack plays a vital role in promoting
popular items within each specific department
alongside promoting the improved M by Macy's app
and our added features.
As a result, this will lead to an increase in sales and
a better understanding of what customers demand
and are willing to purchase.
Macy’s has a robust product portfolio
including 20 private label brands… consider:
Maintaining a curated assortment so as not
to overwhelm [the consumer].
(Macy’s 2016 Integrated Marketing
Challenge)
____________________

20. Essentially, our plan is to implement M by Macy’s as the primary mobile app
platform for Macy’s. We foresee that the implementation of our action points
involving technology will strengthen customers connection to the Macy’s brand,
while making them loyal customers.
The time to combine mobility, technology, and retail has passed.
As we enter the digital era, Macy’s must continue to make its presence known
as the dominant retail and entertainment giant by improving the customer's
experience and connection to Macy’s. We believe that these modifications to Macy’s
original app will address the existing disconnect that customers experience
throughout most retail stores, advancing customers experience, convenience, and
making inventory more personal. Simply for these very reason, our action plan and
recommendations will set our presentation above current standards and
expectations as it addresses various business gaps that we found vital to the success
and evolution of the Magic of Macy’s.
Success is in the customer's experience.
Executive Summary