Macy’s overall sales fell 5.4% in the second quarter, however the brand saw double-digit growth in their online sales. The brands digital sophistication is due to their omnichannel capabilities and will serve as an opportunity to grow.
According to Macy’s research, 25% of their customers who purchase online and pick them up in-store spend more. This is a clear example of why other brands must learn the basics of omnichannel capabilities. Macy’s is a clear frontrunner in these regards as they have eight of the nine key omnichannel features needed to be successful.
The retailer is encouraging customers to pick up orders in-store by offering additional discounts for their next in-store purchase. Likewise, other brands are beginning to notice the importance of having customers coming into their stores and picking up their orders. Wal-Mart is an example of a retailer who has realized the importance of in-store pickup, by offering additional discounts as an incentive to get customers through their doors.
