Even as Macy’s brick-and-mortar stores falter, with profit slumping 26% in Q2, the department store is ramping up its digital investments. Macy’s boasted the highest Digital IQ in L2’s Department Store Index, in large part due to its online presence. Macys.com draws more monthly unique visitors than any other department store website.

The retailer’s consistent investments in omnichannel capabilities account for much of the website’s popularity, according to the L2 study. Extensive product filters let online shoppers limit search results to items available for immediate in-store pickup, a rare feature among department store brands. Only 61% of department store sites display real-time inventory, according to the study. Meanwhile, Macy’s partners with Deliv, an Uber-like service for last-mile delivery, to ship goods directly from stores. Since 2012, Macy’s ship-from-store capability has tripled, making the service available at all 775 locations.

Macys.com not only exemplifies omnichannel success, but also plays an integral role in promotional campaigns. For example, the “American Selfie” campaign in May asked people around the country to post selfies on Twitter and Instagram with the hashtag #AmericanSelfie. For each photo posted, Macy’s pledged to contribute one dollar to a non-profit organization for military veterans. Users had their images posted on the Macy’s website and also got the chance to have their “American Selfie” be featured at the Macy’s July 4th Fireworks celebration in New York City.

Macy's American Selfie campaign

The campaign was a major hit, garnering over 17,000 mentions on Instagram — 65% of all the mentions that the Macy’s Thanksgiving Day Parade has received in its entire lifetime. The campaign was also featured in its own segment on the nationally syndicated Today Show, expanding its reach beyond Macy’s traditional consumer base and demonstrating that department store success now requires multifaceted digital investments.

 For more, download a copy of L2’s Digital IQ Index: Department Stores. 
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