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Macy’s mobile application is a reasonable compliment to the in-store experience. While not necessarily at the visionary or leadership level – Macy’s is certainly ahead of most others. The application’s scanning and photo search feature works well – particularly photo matching which works well with shoes but less so with suits. It links users to information about the product, additional content including videos, as well as reviews and comments. There is a “Wallet” feature that lets users update your personal information, pay your Macy’s credit card, and manage offers. It also functions as an ecommerce platform and provides a pretty seamless shopping experience. Macy’s has recognized that providing additional capabilities to its customers via their mobile application is beneficial – but they might need to do some refinement and expansion of existing capabilities.