Macy's is a major omnichannel retail app focusing on fashion, beauty, and home goods. It leverages a tiered loyalty program (Star Rewards) and a proprietary payment system (Macy's Pay) to drive customer retention. While it maintains a high 4.85 rating, it is currently facing a declining sentiment trend and a slight dip in category rankings (#34, ↓4).
Product velocity
Maintenance
Daily rank 🇺🇸
#61
▲6Shopping · free
Sentiment
4.9
2.3M reviews
Nemesis
Target: Shop. Style. Save.
The App DNA
What makes this app unique?
For Existing and prospective Macy's customers looking for a convenient way to manage loyalty rewards, access exclusive discounts, and shop across fashion, home, and beauty categories.
Key features
Centralized digital storage for offers, gift cards, and coupons to streamline checkout.
Contactless checkout feature that automatically applies coupons and rewards during the transaction.
Real-time visibility into local store stock with options for free store pickup.
Tiered loyalty program (Silver, Gold, Platinum) that tracks points, earns 'Star Money', and provides exclusive member perks.
In-app tool to scan items while shopping in-store to check prices and deals.
How much does it cost?
The app is free to use and acts as a conversion tool for retail sales and loyalty program engagement rather than a direct subscription service.
Velocity
Maintenance developmentperformanceShow more...
The development team has maintained a consistent weekly to bi-weekly release cadence, but all recent updates are strictly limited to bug fixes and general performance improvements. There have been no major feature releases or significant functional changes in the observed data. The development trend is stable but focused exclusively on maintenance rather than innovation or expansion.
Who built it?
User Sentiment
What do users think recently?
Fresh user feedback skews excited. Users appreciate user-friendly navigation and competitive pricing and deals.
How are ratings & reviews evolving?
What users say, by theme
- User-Friendly Navigation
- Competitive Pricing and Deals
Unlock 1 more frustration theme, each backed by review evidence.
Access the full report for freeCompetition
Competitive landscape for Macy's: Online Shopping & Save
How's the Shopping market?
The rivals identified
By Target
Target is the primary direct rival with a massive scale (6.6M reviews) and an aggressive release velocity of 25 updates in 6 months, significantly outpacing Macy's digital iteration speed.
- Advanced omnichannel fulfillment UX including 'Drive Up' and 'Order Pickup' with real-time location tracking.
- Target Circle rewards integration is deeply embedded into the checkout flow compared to Macy's more traditional Star Rewards approach.
- High-frequency release cadence (roughly weekly) allows for rapid A/B testing of UI elements and seasonal shopping features.
Unlock the head-to-head verdict: where this rival wins, and where it loses.
Access the full report for freeThe Analyst's Read
Key takeaways for Macy's: Online Shopping & Save
Where is it heading?
- Critical 'filter crash' bug reported in recent reviews — directly impacting core shopping UX.
- Recent updates (v2604.2.0) are maintenance-only — suggests a lack of active feature investment compared to Target's weekly cadence.
- Category ranking dropped to #34 (↓4) — indicates loss of market momentum.
The SWOT
- Massive user base (2.2M+ ratings)
- Exclusive high-end brand partnerships (Nike, lululemon)
- Integrated Macy's Pay for seamless rewards application
- AR/3D visualization for Home/Beauty (Sephora/Wayfair gap)
- Gamification to drive daily usage (Temu gap)
- Advanced omnichannel fulfillment like 'Drive Up' (Target gap)
Next best moves
Fix search filter crash bug immediately.
+ 2 more prioritized movesFeature gaps
Drive Up/Curbside location tracking (available in Target) +3
Since the last report: Macy's has transitioned into a maintenance-heavy phase, characterized by critical technical bugs and a decline in competitive ranking despite maintaining a high user rating.
Bottom line
Macy's is currently coasting on its strong brand equity and massive user base, but technical regressions in the search and checkout experience are creating a 'Frustrated' user segment. To defend its #34 rank, the PM must pivot from maintenance to innovation, specifically closing the AR and logistics gaps held by Sephora and Target.
Unlock 3 critical frictions, 3 market threats, 2 more prioritized moves and the analyst’s take.
Access the full report for freeReport last updated