Macy’s Brings The Time-Honored Tradition Of Coupon Cutting To The Digital World
‘My Wallet’ now allows customers to collect coupons on their mobile devices rather than in their overstuffed handbags.
In the age of digitalization, the act of clipping coupons has fallen by the wayside — at least it has in its previous, scissors-and-paper form. In a move to revive the act, department store Macy’s added “digital coupon cutting” functionality to its My Wallet.
The department store chain released its My Wallet last fall, creating a mobile wallet that allowed customers to carry their Macy’s Credit Card information on their phone and other helpful features. It was a fairly popular system, but it didn’t quite revitalize sales the way Macy’s hoped. Enter the newest feature of My Wallet: The ability for customers to scan and upload digital coupons to their phones to bring with them to the store.
This isn’t Macy’s first foray into the fusing digital and physical commerce. The department store was one of the very first to begin accepting Apple Pay, and it recently closed 14 stores, reinvesting that money into their tech capabilities (along with a new chain of outlets called Backstage).
As more and more traditional paper-based marketing activities turn digital — geo-targeted ads replacing fliers, digital ticket sales are replacing box offices — Macy’s is aiming to gain an edge over its competitors by offering mobile convenience to customers in as many ways as possible.
What is emerging is a more unified approach to consumer behavior. Online and offline shopping are becoming increasingly intertwined. “Ours is an omnichannel business,” said a Macy’s spokesman, via The Street. “So if a customer spends an hour shopping online for a mattress, then goes to a store to [lie] on the chosen mattress before buying it in a store, is that on online sale or a store sale? It is one seamless business today, with no sense in trying to break it apart.”
So no, don’t worry, coupon snipping is not going extinct. Customers just got a fancy new phone-shaped pair of scissors to work with.