Macy's adds in-store functionality to app (M)

BII

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Macy’s is adding new shopping tools to its mobile app for customers to use while in its department stores, according to Mobile Commerce Daily.  

The new tools are geared specifically toward in-store shoppers. The app updates automatically with store inventory, product reviews, and a price comparison calculator. These features appear by default on the app’s home screen when a shopper walks into the store.

The app leverages beacon technology. Macy’s uses beacons in its stores to drive location-based activity in its app. Beacons are small, wireless devices that transmit Bluetooth signals, which the app can receive. Those signals trigger an action, such as updating store inventory or offering a discount. 

Over time, we expect Macy’s and other major retailers to make more use of beacons to push discounts to shoppers. 60% of US shoppers who've never tried in-store tracking before say that receiving discounts and coupons would drive them to opt in. A further 47% cite loyalty rewards as something that would push them to opt-in to location-based messages.

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