Macy’s is introducing a series of tech capabilities to its brick and mortar store before the end of the year, as the retailer continues to fight to win back space in the US retail race.
Speaking on the first day of retail conference Shoptalk in Las Vegas, CEO Jeff Gennette, introduced a new feature that allows customers to use the Macy’s app to scan an item to pay. To finish the purchase, customers will then merely need to head to a mobile checkout counter located near the exits, where a sales associate will remove any shopping tags and bag the merchandise.
Alongside more convenient click & collect capabilities, these features will be rolled out across every Macy’s location by the end of 2018, he explained.
“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,” said Gennette in a press release.
The retailer has also worked with Ohio-based virtual and augmented reality specialist Marxent, to use their 3D Cloud and VR solution to create a VR furniture shopping experience. During early tests, the concept “significantly increased” transaction size, Gennette said.
In the in-store experience, consumers can use tablets to virtually design their own room and place Macy’s furniture inside, which can then be watched in 3D via a VR headset. The feature will roll out at 60 Macy’s locations by the summer. It will also allow the retailer to introduce furniture in smaller retail storefronts as it won’t need to store its full line. In addition, an AR furniture shopping feature will be incorporated into the retailer’s app in April.
“Consumers today don’t just adopt technology, they absorb it at a tremendous pace, but they want it to be useful to their needs. Like a lot of brands, we’ve experimented with VR in a number of areas and we’re 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.
At present, furniture retailers such as IKEA and Wayfair are deploying similar capabilities, while AR is also being heavily applied in the beauty industry, and dabbled with in fashion.
Retailers like Macy’s and Target were present at the Shoptalk conference to talk about how they are developing in-store technologies that will respond to consumer demand and help them stay head-above-water when going up against the elephant in the room: Amazon. It was no mere coincidence that on the same day, Gianna Puerini, VP of Amazon Go, and Dilip Kumar, VP of technology for Amazon Go and Amazon Books, also took to the stage, where they shared consumer insights on their store’s cashierless experience since launching in Seattle a little over a year ago.