Macy's Embraces Omnichannel Commerce

Making Data Actionable, Opportunities for Innovation
Macy's is a data-driven company, Gardiner said. Decisions about what programs get funded are based on data. For example, Macy's has partnered with StellaService, a company that evaluates and rates businesses based on the overall quality of the online customer experience, to see how the company measures up against its competitors. Analyzing customer feedback data used to take Gardiner and his team days; working with StellaService and its data, that task can now be accomplished in hours. Macy's then takes action on that data. For example, while merchandisers are still king at Macy's, data is becoming a bigger part of the equation around what products the company sells, Gardiner said.