Daily Dose of iQ: Macy’s Aims to Offer In-Store Pickup of Online Purchases at 500 Stores By Year-End

Tom Ryan of Forbes reported yesterday (April 3) that Macy’s is planning to expand its in-store pickup program from 292 stores to 500 by the close of 2013 as part of its omnichannel” push.

Why not allow online shoppers to pick up their purchases at the Macy’s location nearest them?

Ryan wrote:

We’re finding that customers don’t really care from where we pull the goods, as long as we fill the order accurately and the delivery is timely,” said Karen Hoguet, Macy’s CFO, in February on her firm’s fourth-quarter conference call. We’ve built algorithms to help us determine from where to pull the inventory, and we are learning more each day about how we need to refine these formulas.”

She added, We expect these fulfillment locations will be key to offering faster and even same-day delivery, and also will enable the customer to buy online and pick up in-store.”

It makes perfect sense to align online and in-store channels to maximize customer convenience.

Macy’s has been heralded recently for its forward-thinking omnichannel initiatives (see Omnichannel Efforts Paying Off). And given Amazon, Google and even Walmart’s latest efforts to improve same-day delivery of online purchases, the company is making a sound move here. They already have the physical stores in place -- why not allow online shoppers to pick up their purchases at the Macy’s location nearest them? It makes perfect sense to align channels accordingly.