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

Mobile is a Game Changer
All of the panelists agreed that the impetus for retail brands to become omnichannel is the growth of mobile. Lowe's customers are using their mobile devices to obtain product and project knowledge through content such as how-to videos and customer reviews. As a result, Lowe's has equipped its store associates with mobile technology, including creating a mobile app for its employees. Our associates are really no different than the customers in the aisle when it comes to technology, Kirby said.