Macy’s set to add mobile-checkout to all stores by the end of 2018
We recently saw how Amazon has been testing the mobile-phone shopping concept for years and is just coming to a point where walk-in-walk-out shopping is a reality. Macy’s will be a bit different. But they’ve given themselves only to the end of the current year. How does it work?
How it works
Does this change demonstrate that Macy’s is adapting to the growing world of technology? How will mobile-checkout work at a large department store? For starters, you don’t walk-in-walk-out. There’s a bit more to it.
You go through the store scanning the items you want with your phone.
Each item scanned you then place into your physical shopping basket.
When you’re ready to checkout, you go to a special counter where an associate removes security tags and confirms that the items scanned add up to those paid for.
Then you’re ready to go.
Waiting. In a new line.
Sounds a lot like waiting in line to get checked out. I suppose the early adopters will be few and the line shorter than the line where everyone else is having items scanned and charged to their credit card as in pre-upgrade days. So the mobile checkout line is a kind of speed line. Or in grocery-store terminology, a line for those with fewer than 15 items.
Extensive Revamp of Macy’s
This is part of a large revamp program which Macy’s hopes will contribute to a turnaround of its business. One other notable addition is a VR app for your phone which allows you to move furniture around in your virtually created room.
Amazon continues to put pressure on brick-and-mortar stores. As the number of people who are comfortable shopping online grows, the traditional shopping venues, like department stores, will need to adjust in order to stay competitive. Or to stay alive.
Loyalty program sensitivity
Macy’s is sensitive to the needs of their shoppers. For example, they are changing their loyalty program so that shoppers don’t need to use their Macy’s credit card to earn rewards.
The people I know with Macy’s cards say that the reward change is a really big step forward. Mobile phone shopping? Not so much.