Throughout Macy's stores, special displays encourage shoppers to view promotional videos and access product information using their smart phones or other mobile devices. This type of in-store promotion is called a dual modality retail strategy.

Question

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This type of in-store promotion is typically referred to as an omnichannel retail strategy, which integrates different methods of shopping available to consumers (like using a smartphone in-store) to create a seamless shopping experience.

Throughout Macy's Stores, Special Displays Encourage Shoppers to View Promotional