Retail group Macy’s has drawn up an in-depth strategy to exploit consumers’ growing use of mobile devices to access the company’s e-commerce sites.

The US retailer has improved the mobile sites for its Macy’s and Bloomingdale’s brands, enabling mobile-using consumers to see larger and clearer images on faster, easier-to-use mobile sites.

Macy’s has also launched an improved iShop application for the iPhone, which loads faster, navigates more easily and integrates in real time with the core macys.com e-commerce site.

The retailer has started to pilot the use of shopkick – a new location-based shopping app which earns customers rewards and offers when they walk into Macy’s stores.

The pilot takes in 150 stores in New York, Los Angeles, San Francisco and Chicago.

“For our company, mobile is a way to make shopping more convenient and it helps build strong relationships with customers of our stores and online sites,” said Peter Sachse, Macy’s chief marketing officer and chairman of macys.com.

“We are seeing an increasing proportion of our online site traffic coming from mobile devices and we expect that proportion will grow rapidly as we develop and adopt new technology to embrace our mobile customer.”