Macy’s has been named the 2014 Mobile Retailer of the Year, which is the highest accolade in mobile commercial and retail. The award tops the Mobile Commerce Awards handed out every year for remarkable work that moved the mobile commerce needle for retailers, financial services firms and marketers.
While physical retail stores are experiencing a decline in foot traffic, Macy’s retaliated in 2014 by embracing image recognition, beacons, mobile payments and event-driven mobile commerce. The retailer combined convenience and excitement and added it to the consumer shopping experience.
According to Mobile Commercial Daily, “Macy’s is clearly a leader in combining fashion with mobile technology to grab attention and wallet share from the growing number of young consumers for whom mobile plays an integral role throughout their entire day.”
Mickey Alam Kham, editor in chief of Mobile Commerce Daily and Mobile Marketer, New York, said, “Macy’s is what every retailer should aspire to be: a risk-taker that’s willing to embrace best-of-breed mobile commerce to deliver a seamless shopping experience for consumers across channels, with mobile as the linchpin.”
Macy’s mobile strategy reflects its understanding that mobile is essential for meeting consumers’ increasing desire for seamless experiences that fuse physical and digital shopping, according to Mobile Commerce Daily.
Walmart was the first runner-up, due to its strong digital focus with 70 percent of its Thanksgiving traffic came from mobile, and for the success of its new Savings Catcher feature on its app. Its other advances are the mass merchant’s launch of a mobile-enabled click-and-collect grocery service and a mobile-first banking account.
The second runner-up was Walgreens as an early adopter of mobile to drive added convenience for pharmacy customers. The retailer was one of the first to pilot Google’s virtual indoor mapping technology and partner with WebMD to give customers access to doctors through its app.
The award is the most prestigious honor for smart, strategic and creative use of the mobile medium by a retailer. Past winners include EBay in 2009, Target in 2010 and 2013, Sears in 2011 and Walmart in 2012.