E-Business Applications of Macy’s Digital Transformation †Free Sampl

Question: Discuss about the E-Business Applications of Macys Inc. Answer: Introduction Retail Business is not as the same it was decades before. The nature, scope and operational aspect of retail business are changing in rapid manner in recent digital age. The digital transformation in retail and use of internet has changed the customer interaction and engagement in retail. Retail businesses are adopting online channel and in-store digital transformation along with physical channel; overall it is the implementation of Omni-channel approach (Fulgoni, 2014). Macys Digital Transformation in Retail To discuss, digital disruption and future of retail stores in digital era, Macys digital transformation is one of the best examples worldwide. It is being 150 years old departmental store, adopting and implementing digital transformation in consumer centric environment in a strategic way. As a very traditional retail store, it faced challenges in customer serving in internet marketplace. Macys has committed its effort for transformation in digital revolution through making $230 million investment in its website from 2006 and 2007. While implementing it digital stride, it has implemented various strategies like Omni-channel approach, more focus on online order distribution centres, training of front line employees about magic selling technique, integrated consumer experience and consumer service. Macys has successfully integrated the gap between its physical stores and digital channels. Its innovative approach of digital in-store experience for its customer and employees enables it to provide better customer experience and engagement. Employees are armed with connected iPods to find inventories, implementation of mobile wallet for easy payment facility and customised in-store digital catalogues are most important initiatives taken by Macys (Bennett and Azhari, 2015). Macys is trying to create a luxury experience through in-store digital personalisation. MyStylist@Macys is helping shoppers to choose the best product from digital catalogue. Digital ordering system enabled personal shoppers to order online and pick the order from nearby local store. Connect@Macys kiosks enabled customers to choose from inventories which are not displayed in the store; where customers can suggest colour, style and design combination. Macys digital innovation strategy is better known as Top Door Strategy. This strategy has contributed in positive manner in growth of Macys. It has allocated and utilised its resources to create a winning customer experience in store. Industry experts praised about Macys commercial website and mobile application (Macys, 2017). It has made huge investment but to get better return on investment (ROI) it must revitalise its digital and physical approach time to time (Lewis and Loker, 2015). On Black Friday in 2016, it got 3.5 million online shoppers and 300,000 mobile application users. Conclusion In conclusion, it can be said that Macys digital strategy needs to be more focused on creating better in-store digital experience. Customers should be provided with much more easy customisation, design and deliver facility and use of virtual reality to imagine how products will look in actual usage (Krueger, 2015). Macys should collect and analyse the huge data of customers during their interaction through digital channel and in-store digital interaction. This new digital transformation strategy of Macys will provide more customised and individualised offerings to customers and ultimately it will increase customer satisfaction and Macys brand value. References Bennett, D.R. and El Azhari, J., 2015. Omni-channel customer experience: An investigation into the use of digital technology in physical stores and its impact on the consumer's decision-making process. Fulgoni, G.M., 2014. Omni-Channel Retail Insights and The Consumer's Path-to-Purchase.Journal of Advertising Research,54(4), pp.377-380. Krueger, J., 2015. Omni-channel shoppers: An emerging retail reality.Think with Google, Accessed,6, p.2016. Lewis, T.L. and Loker, S., 2015. Adoption of emerging in-store technology interfaces for the apparel retail employee. InSuccessful Technological Integration for Competitive Advantage in Retail Settings(pp. 119-143). IGI Global. Macys 2017. 2017 Fact Book. Retrieved 15 September 2017, from https://investors.macysinc.com/phoenix.zhtml?c=84477p=irol-reportsannual