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Macy’s has invested

 The company’s 5 million new customers that came in during the second quarter, more than 40% came to Macy’s digitally, Gennette said on the earnings call. In an effort to capitalize on its most valuable customers — those who shop at Macy’s both in-person and online tend to spend three times as much than those who only purchase either- Macy’s has invested in data analytics to ensure it is able to track the time and frequency of their shopping and then tailor incentive programs and messaging for products specifically to their needs.

 Macy’s is also making stockmediacity stock media city Website stock media city com use of digital and social media to drive customers to their stores, but analysts suggest that there are too many locations.