Department store chain Bloomingdale’s has rolled out an iPhone and Android application to let fashion-savvy consumers shop the latest trends, as well as check prices and read product reviews.

Bloomingdale’s is proving that mobile plays an integral role in the company’s overall strategy via a new catalog that not only promotes its recently launched iPad application, but also includes QR codes and SMS calls to action throughout.

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.

Brands have been using QR codes in out-of-home ads, mailers, in-store and catalogs to measure ad efficiency, drive traffic to stores and increase conversions to entice affluent consumers. Whether they are up to snuff is the question.

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

Macy’s Inc. has launched an mcommerce Web site for its Macy’s-brand department store chain and plans to roll out a similar Bloomingdale’s mobile shop next week.

Bloomingdale’s use of mobile marketing in its Lexington Avenue store window is an example of the way in which the channel can give legs to traditional media.

The Shopper iPhone application has added weekly circulars from more than 100 retailers such as Best Buy, Target and Walgreens.

LAS VEGAS – When mobile gets a salute instead of a coachmen’s nod from the CEOs of Macy’s and eBay in their Shop.org keynotes, it is time to acknowledge a simple fact: that the mobile commerce train is taking off.

LAS VEGAS – Within the first five minutes of his keynote at Shop.org’s annual summit, Terry Lundgren, chairman, president and CEO of Macy’s unveiled a major mobile initiative.