Macy’s develops new in-store experience

Macy’s develops a new in-store experience and gains a new social partner in hopes of driving up in-store traffic this holiday season.

Macy’s develops a new in-store experience and gains a new social partner in hopes of driving up in-store traffic this holiday season.

The company announced that it is highlighting advanced technology to enhance the omnichannel customer experience. According to the company, across the enterprise, new features are being introduced to make the Macy’s customer journey more convenient, efficient and fun.

The features include both virtual reality and augmented reality furniture and beauty experiences that enable customers to discover product and make more informed buying decisions. The company has also made technological enhancements to several non-customer facing features, including the Beauty Playground training program and RFID that will enable colleagues to offer customers a better in-store shopping experience. By early November the company expects to have successfully completed the launch of VR for Furniture in 69 Macy’s stores across the country. In the pilot stores, VR-influenced furniture sales have increased the overall basket size by more than 60 percent versus non-VR furniture sales, as customers more accurately visualize their space and add multiple furnishings with confidence.

“Macy’s is focused on providing customers with fresh experiences, and we are always looking for new ways to engage our customers in-store, online and via our mobile app,” said Hal Lawton, President of Macy’s. “Our technology enhancements are practical applications that will engage our customers while also driving sales. The investments we are making behind the scenes will enable our colleagues to give our customers the best shopping experience possible.”

The company also announced that it will be partnering with Facebook, which will bring in nearly 150 e-commerce brands to The Market @ Macy’s across nine stores this holiday season. The Market @ Macy’s, a one-of-a-kind approach to retail provided as a service, helps both emerging and established brands reach new audiences in a physical space with turn-key entry into some of Macy’s most highly trafficked stores. Each Market brings a rotating selection of unique offerings in apparel, accessories, beauty, entertainment, experiences, decorative home, stationery, technology and gifts.

Mobile and platforms like Facebook have opened the door for emerging brands to connect with shoppers digitally, and now The Market @ Macy’s partnership with Facebook will provide participating small businesses and e-commerce brands the unique experience of a Macy’s store environment during the holidays – the busiest shopping season of the year.

Macy’s will be highlighting the following technology at the Code Commerce On-Location Event in New York City.