Macy's is trying to eliminate this pain point
The CEO of Macy's says offering shoppers a way to avoid waiting in line at checkout is the company's No. 1 priority.
According to Fortune, Macy’s CEO Jeff Gennette told an investor conference on Tuesday that the retailer is testing mobile checkout so that shoppers can avoid waiting in line. The company plans to offer the service at 450 of its 650 or so Macy’s stores.
“If you want to talk about the single biggest pain point in our stores right now, it’s the checkout process,” “It’s finding the register. Is there going to be somebody there? Is there a long line of customers and how long is it going to take me to get out?”
Last month Macy's detailed how the company is making significant progress on operating initiatives to improve the customer experience, and reported better than expected sales results for the fourth quarter.
Same store sales at Macy's increased 1.4% in the fourth quarter ended Feb. 3, reversing a string of comp declines. The company also posted a double-digit percentage increase in digital sales for the 34th quarter in a row.
“In 2017, we tested and iterated a number of merchandising and strategic initiatives as part of our North Star Strategy. These initiatives contributed to our fourth quarter performance, and in 2018 we are ready to scale as well as test additional revenue-driving initiatives. We are also encouraged by customer response to our new Star Rewards loyalty program,” said Gennette. “On the path to growth in 2018, we will continue to improve our execution, strengthen our product offerings and make the necessary investments to be competitive with today’s demanding consumer.”
Sales in the fourth quarter at Macy's totaled $8.666 billion, an increase of 1.8%, compared with sales of $8.515 billion in the fourth quarter of 2016.
Sales in fiscal 2017 totaled $24.837 billion, down 3.7% from total sales of $25.778 billion in fiscal 2016. Same store sales on an owned plus licensed basis declined by 1.9% in fiscal 2017.
Macy’s, Inc. operates more than 690 department stores under the banners Macy’s and Bloomingdale’s, and approximately 160 specialty stores that include Bloomingdale’s The Outlet, Bluemercury and Macy’s Backstage.