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Macy’s steps up mcommerce game via Google Wallet partnership

May 31, 2011

Macy’s is showing that mobile commerce is a necessity for retailers by partnering with Google Wallet to not only enhance the company’s in-store shopping experience, but set itself apart from competitors.

Google unveiled its new Google Wallet last week and announced its partnership with Citi, MasterCard, First Data and Sprint. Additionally, the company partnered with several merchants such as Macy’s, American Eagle Outfitters, Guess, Bloomingdale’s, RadioShack, The Container Store, Subway, Foot Locker and Walgreens.

“Macy’s is always looking for cutting-edge technology that will deliver value and engage our customers in personal ways, [and] with Google Wallet we are able to harness the power of mobile technology to enhance our in-store shopping experience and help bridge the gap between our online and in-store consumer interactions,” said Orlando Veras, spokesman for Macy’s, New York.

Mobile initiative
Macy’s is rolling out Google Wallet payments in five launch cities, including New York, Washington, Chicago, San Francisco and Los Angeles.

The service will be launched by Sept. 1, per Mr. Veras.

“This will cover about 177 stores,” Mr. Veras said. “It’s too early to discuss the details of our launch plan. However, this great consumer initiative will be a major part of our outreach during the fall season in the launch cities.

“The ability to reach our customers through mobile commerce continues to be an important aspect of our overall consumer strategy,” he said. “When you connect with customers in immediate and personal ways, you enhance brand loyalty and the shopping experience.”

Mobile-friendly wallet
Consumers using Google Wallet can shop their favorite retailers and buy items via a single tap.

Currently, the NFC-enabled service is only compatible with the Nexus S 4G phone by Google, which is available on Sprint.

However, the carrier is looking to extend the service to other manufacturers and devices.

Customers will be able to store Macy’s, American Eagle, Subway or other loyalty cards within their Google Wallet.

Additionally, consumers can search for deals online and add them to their mobile device.

When consumers go to a store, they can redeem that coupon at the point-of-sale.

“We believe that the shopping experience hasn’t yet been transformed by technology,” said Stephanie Tilenius, vice president of commerce at Google. “Now, we’re on the cusp of another major change.

“On the merchant side, you can acquire new customers and you can provide offers to consumers based on location and transaction history,” she said.

“You can offer different levels of incentives and all of this leads to a much stronger relationship.”

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Rimma Kats is associate editor on Mobile Commerce Daily and Mobile Marketer. Reach her at

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