Macy's Embraces Omnichannel Commerce

Macy's ship-from-store program is metrics driven, Gardiner said. The goal of the program is to get merchandise to customers more quickly. Doing so leads to not only happier customers, but benefits Macy's bottom line as well. By fulfilling online orders from the right places — e.g., from a store that has overstock of a certain product — it prevents Macy's from having to mark down the price of that item to get it out the door. Ship from store helps to protect margins when there are overstocks, Gardiner noted.