Macy’s CFO Adrian Mitchell says that the retailer’s customers are increasingly using their mobile phones to place orders. He also sees the company’s off-mall locations as an opportunity to further drive sales as part of Macy’s omnichannel strategy. “We’re fundamentally reimagining this business end to end, but at the core is the customer and how his or her expectations are evolving. And our most profitable, most engaged, happiest customers shop multiple channels,” he said.