1. Describe how each of Macy’s mobile retail strategies enhances the in-store shopping experience for customers.

2. How does Macy’s benefit from the use of location-based apps like Foursquare and Shopkick?

3. Why is it important that Macy’s get customers to “opt-in” to its program before sending promotional text messages?

4. Does Macy’s Backstage Pass Program really add value to the customer, or is it just a “gimmick” with short-term benefits?

5. 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?