Monday, May 13th, 2013
Shopping is in our DNA here at Fluid.
We may be developers, designers, strategists and account managers, but one thing we share beyond our specialties is a passion for shopping. If you’re in the market for clothes, accessories, sporting equipment or kitchenware, there’s no greater place than where we many of us live and work—New York City.
Note to our San Francisco and Chicago colleagues: We love shopping in your cities, too!
Ever on the search for omnichannel excellence, we descended on some of our favorite department stores to see how well they’re adapting to—and adopting—the opportunities to reach in-store customers through digital technology. The results were, well, mixed.
Here are the winners—and the runners-up — among some national chains:
We all know where The Miracle on 34th Street took place, but still wanted to see what directions Macy’s store finder would give us.
Nearest location? Check.
Directions to the store? Check.
Wait a minute. It’s not loading the Google or IOS maps embedded on our phones?
It’s linking to Mapquest so we have to launch a browser?
Not very convenient or very 21st Century.
Once inside the store, we see a variety of signs of digital life:
Giant digital screens set the mood for a modern experience. Thumbs up.
A print poster with cluttered design encourages customers to pin items on Pinterest. Props for the campaign. Thumbs down on the poster.
Kiosks that allow you to scan an item’s barcode for product recommendations (the sign reads: More Choices! Free Shipping!) gave our shoppers’ hearts a flutter, but when we tried using them, they turned out to be duds. Each kiosk provided the product’s price (which was already on the tag) and told us to see a sales associate for more items. Is this because Macy’s hasn’t input their inventory into the kiosk system?
Thumbs up once Macy’s gets it to work.
We loved the wedding department gift registry because it prints out a full list of your friends’ wish list, including which items have already been purchased. We’d love it even more if the interface was equally as modern and engaging. Thumbs up. Sort of.
Where Macy’s Omnichannel Excellence comes alive is within the individual brand sections of the store.
Michael Kors definitely gets the award for best digital display. A full environmental experience that incorporates lifestyle and product imagery defines the designer’s boutique, distinguishing it from the crowded environment, and sets the stage for a shopper’s paradise.
For pure utility, Clinique’s tablet hit it out of the park for Omnichannel Excellence. A series of questions evaluates your skin type then prints out a list of products tailored to your specific needs. It’s attractive, personal, interactive, and action-oriented.
That’s what we call Omnichannel Excellence.