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Macy’s Backstage

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Macy’s Backstage
Begin by reviewing Case 8.1- Macy’s Races Ahead with Mobile Retail Strategies starting on page 265 of Chapter 8. After review the case in detail develop an APA-formatted paper that responds and provides detailed analyses of the following questions:

Describe how each of Macy’s mobile retail strategies enhances the in-store shopping experience for customers.
What will most customers think about Target’s attempt to make mobile price comparison more difficult?
How does Macy’s benefit from the use of location-based apps like Foursquare and Shopkick?
Why is it important that Macy’s get customers to “opt-in” to its program before sending promotional text messages?
Does Macy’s Backstage Pass Program really add value to the customer, or is it just a “gimmick” with short-term benefits?
Traditional retailers spend a considerable amount of money to maintain an inventory of products and provide salespeople to service in-store customers. Explain whether or not the practice of showrooming is unethical. What can retailers do to respond to the showrooming trend?

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