Mobile is a central platform for Macy's in facilitating transactions and staying in touch with customers, including in store, said Jennifer Kasper, group vice president of digital, new media and multicultural marketing at Macy's. "As retailers, not only have we been aware of the increasing use of mobile in our stores, but we're attracted to how mobile customers are using it for the entire path to purchase. ... It informs the purchase, but doesn't always close the sale," she said at MMA's New York Forum.

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