Macy’s Boosts Promotional Strategy on Mobile With Wallet Enhancement

In reflection of how valuable mobile wallet users are, Macy’s is enhancing its own wallet, which was introduced last year, to better guarantee its place on shoppers’ smartphones in an increasingly crowded space. Macy’s is enhancing its digital wallet with an eye toward reducing shopper dependence on paper coupons while boosting the retailer’s ability to optimize its marketing efforts. At the same time, Macy’s is planning an expansion of its same-day delivery service, according to published reports, underscoring the growing importance of omnichannel experiences for consumers.