Read: Macy's Races Ahead with Mobile Retail Strategies (Turban et al., p. 192)

Assignment

After reviewing the case study, compose a three-five page paper that summarizes the mobile retail strategies used by Macy's to engage the customer. Use a separate paragraph for each mobile retail strategy. For each mobile retail strategy, be sure to include:

1. how the strategy enhances the in-store shopping experience, and
2. what is the incentive/reward for the customer to engage with Macy's.

Begin your paper with an Introduction that sets the context for your work.

Wrap up the paper with a final paragraph that concludes with your thoughts on the challenges facing m-Commerce from additional research.