April 1, 2004, 12:00 AM

Macys.com’s new multi-channel initiative: Buy in the store; track online

Macys.com is rolling out a feature that lets customers track scheduling and delivery of furniture that the customer bought in a store.

To boost both customer service and multi-channel integration, Macys.com is rolling out a feature that lets customers track the scheduling and delivery of furniture that the customer bought in a store.

For any furniture purchased from a Macy`s, BON-Macy`s, Burdines-Macy`s, Goldsmith`s-Macy`s, Lazarus-Macy`s, or Rich`s-Macy`s store, customers can now use a new feature on macys.com to type in their name, phone and address or a special sales code listed on their receipt to find out when their furniture is scheduled for delivery.

Delivery times are available online the day before or on the day of the customer’s scheduled delivery date. Macy`s customers can also use a toll-free phone number and speak to a sales agent to update and confirm deliveries. But making the process interactive gives shoppers one more customer service option to utilize and allows customers at work to use their computer and Internet connection to easily access delivery information.

“This is an example of better customer service and multi-channel retailing because to the customer this is all Macy`s and not just Macy`s the web store or Macy`s the brick-and-mortar location,” says Macys.com president Kent Anderson. “People are very busy today and want multiple ways to see when big-ticket items such as furniture are being delivered. Giving them more interactive options to accomplish this is good customer service.”

Macys.com currently does not sell furniture, but the information collected about people who use the new delivery tracking system may help the online retailer decide to add furniture as a future product line. “The new service will help us look at consumer tastes and trends in furniture,” Anderson says. “It will give us new merchandising options to explore.”

 

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