|iBeacon transmitter from shopkick|
“So far the trial is limited — Macy’s will only ping your iPhone when you actually enter the store.”
“For the test, Shopkick has placed several Bluetooth transmitters it designed in a few departments of Macy’s stores in New York and San Francisco. The test, just among Shopkick employees first, will last for several weeks before being rolled out to a wider group, said Roeding.”
Either way it does seem clear that Macy’s is not using their own mobile app. But instead this is a test limited to the third party shopkick app.