How Macy's, Lowe's and The Limited Are Tackling Omnichannel

Tactic, Not a Strategy
This is how omnichannel is classified at The Limited, Ellis said. We have a laser focus on our target customer — the sophisticated professional — and all our decisions are made with her in mind. Kirby of Lowe's echoed Ellis' thoughts, noting that the home improvement retailer seeks to meet the customer on their terms by providing service that's most meaningful and convenient to them. For Macy's, a large focus of its omnichannel efforts is to blend mobile into the in-store experience. "We want to deliver value to her when she wants it, where she wants it," said Harrison.