Macy’s Launches Mobile Checkout and In-Store Tech to Enhance Shopping Experience

In What's New, Industry News by Lauren Parker, Accessories Magazine

Macy’s Chairman and CEO Jeff Gennette has outlined new technology initiatives to enhance the shopper experience. Mobile Checkout, powered by the Macy’s app and designed to speed the in-store checkout process, will roll out nationwide to all full-line stores by year’s end. In addition, an augmented reality (AR) furniture shopping experience will be incorporated into the Macy’s app with a rollout starting next month.

Macy’s is also scaling to an additional 60 locations a successful Virtual Reality (VR) furniture pilot, allowing customers to virtually design and experience the interior of a room for which they are purchasing furnishings.

Mobile Checkout

“As part of our test, iterate and scale model for innovation; we are excited to expand our launch of Mobile Checkout powered by the Macy’s app, providing our customers with the opportunity to self-serve and speed their transactions with us in-store,” said Jeff Gennette, Macy’s, Inc. chairman and chief executive officer. “We think of the Macy’s app as a key we hand to our customers, a key that allows them to unlock an enhanced shopping experience – a world of possibilities. With this powerful tool in hand, we give them the opportunity to engage with us on their terms. And we keep adding exciting new features to it based on what they tell us.”

Macy’s Mobile Checkout is as simple as Scan. Pay. Go. First tested at the Macy’s Woodbridge, NJ, store and powered by the Macy’s app, available for iOS and Android devices, Mobile Checkout leverages the app’s in-store mode to power the self-service feature. To use the service, customers will need to download the free Macy’s app and join Macy’s free Wi-Fi network. As they browse the assortment, customers can scan the items they wish to purchase using their phone’s camera and the app’s built-in scanner.

As part of Macy’s ongoing price simplification strategy, the app will easily allow customers to apply relevant offers and rewards to eligible purchases. Once they are ready to checkout, they can pay on the app with their pre-registered credit card to complete the transaction. From there, they will walk to the special Mobile Checkout counters set up in close proximity to store exits to have associates verify the purchase, remove security tags, and bag their items. Most merchandise in stores will be available for mobile checkout, with the exception of certain product categories such as leased departments or fine jewelry.

The company’s Bloomingdale’s division will begin testing the Mobile Checkout feature later this month at its SoHo location in New York City, ahead of future implementation across its namesake stores.

Virtual Reality Furniture Shopping

“Consumers today don’t just adopt technology, they absorb it at a tremendous pace, but they want it to be useful to their needs. We’ve experimented with VR in a number of areas and are excited to have found a practical application that has proven to drive sales. In furniture, we are giving our customers a new tool that will allow them to virtually test out home furnishings, helping them make more informed decisions on these important purchases,” said Gennette.

Macy’s 3D furniture experience allows customers to place furnishings in a virtual room they design using a tablet. First they will map out the basic dimensions and shape of the room for which they are buying products. Then they will select the items they want from Macy’s furniture assortment and lay them out virtually in the room. Customers can refine the design as needed until they find what works best for them and finally test it out virtually by stepping into the room, using VR headsets to get a true-to-life experience that allows them to walk around the coffee table, couch and other furnishings.

Additionally, an augmented reality experience in furniture shopping, also powered by Marxent’s 3D Cloud, will be rolling out to the Macy’s app starting next month, allowing customers to virtually place Macy’s furniture products in their actual living spaces.

These enhancements are only the latest examples of Macy’s ongoing work to provide its customers with technology that enhances their shopping experiences. Implemented with the customer in mind and combined with a human touch, these initiatives allow Macy’s to create friction-free experiences in store and on the go.

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