NEW YORK (TheStreet) -- To get its sales and profits back on track, department store retailer Macy's (M) is trying to work a little magic not in its sprawling stores but in the wide-open digital arena.
"We are focusing on things like how quickly a Web page loads on our Web site and how we provide information on a mobile device -- we think the consumer is looking for choices in how they interact with us and in terms of convenience," said Macy's chief omnichannel officer Robert B. Harrison in an interview. For Harrison and his team of product merchants and tech wizards, that means trying to respond to and shape how people will want to shop in the future.
Macy's is in the process of enhancing its mobile wallet, so as to enable a consumer to upload coupons ahead of a store visit. The Macy's customer, who has historically enjoyed snipping coupons before heading off on a weekend splurge, will be weaned off paper via the improved mobile wallet. That new feature could also help Macy's track which promotions have consumers responded to the most and when -- aiding in future marketing plans.
Another area that Macy's is exploring is on-demand delivery. Companies such as Starbucks (SBUX) Whole Foods (WFM) and Chipotle (CMG) have partnered with outside firms to offer same-day delivery services so customers can shop for food and other products whenever and wherever they want.
Last fall Macy's rolled out same-day delivery service to customers in eight major U.S. markets -- Chicago, Houston, Los Angeles, New Jersey, San Francisco, Seattle as well as San Jose, Calif., and Washington, D.C. The company's Bloomingdale's division offers same-day delivery to customers in four major markets -- Chicago, Los Angeles, San Francisco and San Jose, Calif. Deliveries to customers are being powered by a third-party firm called Deliv.