Macy’s has taken steps to improve customers’ shopping experience in-store and on the go via enhanced mobile offerings.

The company and its upscale sister store Bloomingdale’s have optimized their ecommerce sites, so when consumers enter it via their mobile device, they can view larger and clearer images. The technology detects the type of mobile device and customizes it accordingly.

“We recently completed the process of optimizing both Web sites for mobile,” said Jim Sluzewski, senior vice president of corporate communications and external affairs at Macy’s, Inc., Cincinnati, OH.

“We have upgraded and relaunched the iPhone app and are in the process of experiments with shopkick and Foursquare,” he said. 

Macy’s Inc. operates about 850 department stores in 45 states under the names of Macy’s and Bloomingdale’s.

Shop it to me
According to the company, it expects to continue to improve functionality of its mobile-enabled Web site in the near future.

Usablenet powers Macy’s ecommerce site.

In addition to its site, Macy’s has also launched an upgraded iShop application for iPhone users.

Consumers can browse through merchandise, place and track orders, read product reviews, explore gift guides, find store locations and access details on special events and campaigns.

Here is a screen grab of the application:

“We serve a broad range of customers and a broad range of our customers use mobile devices,” Mr. Sluzewski said.

Pilot program
Macy’s has also begun piloting shopkick – a location-based shopping application – at about 150 stores in the New York, Los Angeles, San Francisco and Chicago markets.

Consumers who download the application can earn “kickbucks” reward points by just walking into a store with their handset.

Customers can also receive offers on products and redeem their kickbucks for Facebook credits, song downloads, in-store gift rewards at Macy’s, magazine subscriptions, iPods and charitable donations.

Mobile check-in
Additionally, customers who check in at any Bloomingdale’s store on Foursquare through Sept. 30, will be entered for a chance to win a trip for two to New York City.

The promotion is part of Bloomingdale’s fall fashion campaign, which highlights what to wear, where to go and who to know.

“We have an aggressive permission-based email program and many of those emails are accessed by customers on mobile devices,” Mr. Sluzewski said. “Online and mobile is part of the messaging in our customer communications.”

Final Take
Rimma Kats, editorial assistant at Mobile Commerce Daily, New York