This fall, Macy’s went on record that its RFID-driven omni-channel retail strategy would enhance holiday sales by allowing shoppers the flexibility to pick up online orders in stores.
This week Macy’s announced that it has fulfilled $1 billion worth of online orders from store locations, which equates to approximately three percent of Macy’s 2013 sales of $27.9 billion.
“Putting the stores into the game of fulfillment was exactly the right thing to do,” Peter Longo, vice president of logistics and operations for Macy’s, said at this week’s NRF Big Show in New York City. “It’s not all RFID tagged (product) but it shows the potency of the stores particpating in fulfillment.”
Omni-channel retailing was by far the most talked about retail strategy at NRF, especially after a holiday selling period that highlighted the shifting buying patterns of consumers.
Large retailers like Macy’s and Kohl’s relied heavily on omni-channel this holiday season. Macy’s emphasized its confidence in its RFID-driven inventory visibility by making its buy-online, pickup-in-store program available at all full-line Macy’s and Bloomingdale’s locations.
Macy’s also launched same-day delivery pilots in eight major Macy’s markets and four Bloomingdale’s markets to drive additional holiday sales.
“You can’t have omni-channel without the visibility offered by RFID,” says Bill Hardgrave, the Dean of the Harbert College of Business at Auburn University. “The consumer behavior this holiday season was so indicative of omni-channel that retailers know they need to be engaged with RFID. They see the writing on the wall.”