After shutting down hundreds of stores in 2016, Macy’s is undergoing a makeover that could signal a light at the end of the retail tunnel. Despite some technical hiccups on Black Friday, a ramped-up e-commerce strategy and digital marketing plan contributed to a Genius ranking for the brand that led to its inclusion in L2’s Company of Genius report.

In the age of Amazon, retailers like Macy’s view the holidays as a chance to revive sales and reboot brand equity. This year, the department store started the holiday season on a less than fortunate note with a massive slowdown of its credit card and gift card checkout processes on Black Friday. But along with resolving this issue, Macy’s implemented a set of strategies to reverse the tides — at least digitally.

Enhanced features like quick view helped the brand reduce friction in product discovery, while single-page checkout sped up payment processes on the Macy’s site. Within social media, the incorporation of shoppable tags on Instagram paved a swifter path to purchase for mobile shoppers and fortified Macy’s digital personality.

Additionally, features like booking tool MyStylist and Macy’s On-Call, which permits in-store customer service via live chat, made for a more efficient mobile experience.¬†While making sound social and digital decisions is crucial, inconsistency online and offline might be the only thing keeping Macy’s from marching ahead of its peers in an otherwise sinking department store market.

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