Mobile needs to be integral to any marketing strategy but, due to its unique nature, must be customized to fit the consumer, advises Martine Reardon, chief marketing officer at Macy's. "For the millennial, it's almost expected with technology, so for us not to be there -- particularly in the mobile space -- you could potentially miss out on the largest segment in the population today. ... Everybody is different, but that is why personalization becomes so important because there isn't just one cookie-cutter approach to it," Reardon said at the NRF 102nd Annual Convention & Expo.

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