Macy’s is a mass merchandiser and department store, one of the nation’s premier retailers and known as a pioneer in the retail industry. Despite troubled beginnings in 1858, Rowland Hussey Macy launched the company and within its first year grossed nearly $100,000 in sales. Macy’s has been credited with several landmarks in the retail industry such as being the first to introduce the one-price system in which all customer goods were sold to customers at a set price; quoting specific prices for goods in newspaper ads; and being the first to introduce colored bath towels and even the Idaho baked potato (Company History). Macy’s has broken ground with more than 200 stores nationwide and is one of the most recognized brands in the world, in addition to having a strong online presence with the website and the mobile app.

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Macy’s uses its mobile app in the same way in which most retailers do—to optimize and make the mobile shopping experience easier for phone users. According to, the website allows users to access the website to shop, access their Macy’s Card information and pay its bill on the go. The free app is supported on both iOS and Android phone operating systems. Upon introduction to the mobile app, it asks the user if he or she wants to enable location services in order to scan prices, get deal alerts and check the store’s directory; location services make this easier by allowing the user to find their preferred store or the store closest to them. Push notifications are offered to alert the user to deals, offers and more. For new users, there is an offer for an extra 25 percent off the next mobile app purchase, as well as to option to sign in or create an account. More of the app’s functionalities include using the phone’s camera to take a picture of an item and the app will show the user similar items, as well as using the camera to scan barcodes and find sizes, colors, store availability and more.

The mobile application is, of course, directly related to Macy’s physical stores. The shopping experience on the application is streamlined and simple. Adding an item or multiple items to the cart is easy, as the app moves very quickly. Promotion codes are at the top of item listing pages, allowing users to choose between multiple ones or simply choosing the sole one offered, if the user would like to use it. On the sidebar menu, users can search by category, see offers, manage their account, make lists, create registries, search for stores, etc. In the app, the user can change the settings and leave feedback. The company’s privacy policy and customer service policy are also available for viewing within the app. The only recommendation I have for improving the in-app experience is allowing for a live chat option to contact customer service as well as using the telephone call option. Other than that, the website and the mobile app work in conjunction very well.

Mobile commerce is growing and will continue to grow at prolific rates. Retail apps are becoming more and more popular with shoppers and it reflects the current times in which social media and the internet are the most used sources for customers to get their information. Thankfully, stores have gotten better at making the mobile shopping experience easier inside of apps. Although consumers are reluctant to adopt the app itself, retailers continue to invest in them. Analysts have said that the best way to get consumers to download it is to present a tool that changes the shopping experience for the better (Gustafson, 2015).

  • Company History. (n.d.). Retrieved July 01, 2017, from
  • Gustafson, K. (2015, December 09). The retail investment that’s starting to pay off. Retrieved July 01, 2017, from
  • What services are available to me using the Macy’s mobile app? (n.d.). Retrieved July 01, 2017, from