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

For The Limited, mobile provides another tool for its store associates to engage with shoppers. The retailer's mobile app enables store associates to style outfits on the store floor for guests. In addition, the app allows users to take photos of clothes from their closet and send it to their stylist, who can then pair the clothing with accessories or create an entire outfit. Our associates are viewed as trusted brand advisors, and mobile helps them to better understand the shopper's path to purchase, Ellis said.