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Bloomingdale’s understands the need to provide a valuable in-store experience on mobile. While clearly a leader among retailers, there are still opportunities for improvement. The application is primarily designed to enhance the online shopping experience while on the go. Upon entering the store, users are greeted with a push notification, which is not personalized. A bar code scanner allows users to find an item in another size or color in store or online. Users can store credit card information in the app, but it can only be used for online purchases, not for in-store checkout. Key areas for improvement include enhancing the fitting room experience and giving shoppers the ability to check inventory in real-time.