Retailers are embracing mobile misanthropy.

Instead of fighting shoppers’ preference for glowing screens rather than face-to-face interactions, even in stores, the shops are trying to turn smartphones into selling tools.

Macy’s can send special offers to shoppers’ phones thanks to a recently completed rollout of beacon technology to all stores.

The chain also just started piloting a cutting-edge chat program that will respond to questions, refining answers via artificial intelligence powered by IBM Watson, that customers type into their phones.

Target’s updated app highlights features like a scanning function for use in stores, and Walmart’s retooled app includes registries, Walmart Pay, online orders and pharmacy orders.