Macy's Embraces Omnichannel Commerce

Other challenges have included incongruent product returns — Macy.com customers returning products in-store that aren't sold in that location — and getting store associates on board with this new job function. To help address the latter challenge, Macy's has begun attributing online sales fulfilled in-store to store associates. Customers don't care who gets credit for the sale, Gardiner said, they just want their order.