Macy's Embraces Omnichannel Commerce

Gardiner forecasts that within two years 25 percent of all Macys.com orders will be fulfilled in-store. With that rate of adoption, it's imperative that the entire company, from store associates to call-center agents to merchandisers, work together to give consumers a seamless shopping experience across all channels. For example, customer service representatives in Macy's eight call centers must be alerted when a customer's online order has been split shipped — i.e., part of the order was fulfilled in a distribution center and part of the order was fulfilled in-store — often resulting in orders not arriving on the same day. We need to get associates to be proactive in alerting customers to situations like that, Gardiner said.