How Macy’s Is Reinventing Itself as a Tech-Savvy, Omnichannel Retailer

The company is trying to keep up with consumer expectations

As Amazon Go expands in the U.S. and cashierless alternatives like Zippin and Standard Market start popping up, consumer expectations about convenience in retail are changing.

Macy’s, the 160-year-old retailer, has arguably rolled with the punches better than some of its brick-and-mortar brethren, but it, too, has nevertheless struggled in recent years. But now, Macy’s says, it is reinventing itself as an omnichannel retailer thanks to a big investment in technology.

That includes an Amazon-Go-like mobile checkout experience in which customers can skip paying at cash registers and instead check themselves out on the Macy’s app, which Macy’s president Hal Lawton highlighted during Recode’s Code Commerce event this week.

The feature—Scan, Pay, Go—enables customers to scan the barcodes of the items they want as they shop—although they will still have to go to designated kiosks to get security sensors removed.

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