But Macy’s is still bullish on Pinterest this holiday season—in particular, its video ads.
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If a shopper does not have an NFC-enabled phone or doesn’t want to use it, each shoe department has a tablet mounted where he or a clerk can reach the same information with the tags. The NFC tagging system, from technology company Thinaire, has been in place since late last summer. “Customers are pleasantly surprised at how easy it is,” Fernandez says, noting that while some consumers have placed orders, more often they use it to check for sizes and colors. At this point the retailer can’t track how consumers interact with the technology and link that to purchase behavior on that store visit or later, in the case of a shopper who e-mails information to himself and eventually buys. Fernandez says Bon-Ton and Thinaire are working to refine those capabilities.
For much more about the digital future of stores, read the upcoming March issue of Internet Retailer magazine. Subscribe for free here.