Now it plans to roll out the strategy to all of its stores, says Macy's president and CEO Terry Lundgren. "I now have something the pure plays don't have - I have 800 fulfillment centers," Lundgren said. "Even though they are called department stores, I can also look at them as fulfillment centers. I can satisfy any need for any customer in any city."

Macy's Inc. saw its December sales grow just 3.6 percent; its season was saved by its e-commerce growth. Online sales for macys.com and bloomingdales.com combined were up 51.7 percent in December and 40.4 percent in 2012 year-to-date compared with the same periods in 2011.

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