|Macy’s Latest Collaborations and Technology Enhancements Are Set to Bring New Consumer Experiences to Its Best-in-Class App and In-Store|
A lineup of Macy’s, Inc.’s senior female leaders discussed Macy’s
upcoming omnichannel experiences, vendor diversity initiatives,
technology enhanced customer product experiences and next-generation
retail formats at the annual Shoptalk conference in
An enhanced Augmented Reality experience in Beauty will allow customers to virtually try-on a host of beauty products on the Macy’s app and in select stores
Interactive displays in Fragrances will allow customers to learn more about Macy’s top selection of must-have scents
Just in time for summer, the Peanuts Global Artist Collective exclusive collection will debut on macys.com and in select stores nationwide
Five of Macy’s, Inc.’s top female executives took the stage at Shoptalk
During their discussions, Macy’s leadership announced the following upcoming initiatives focused on enhancing the customer in-store and mobile experience, as well as a new collaboration with an iconic brand that will have shoppers rediscovering pop culture favorites.
Augmented Reality Beauty experience
As part of the company’s approach to testing, iterating and scaling innovations, an augmented reality experience in beauty will launch in late spring on the Macy’s app, after first being tested among a small number of app users in fall of 2018. The initial pilot gauged the potential of this enhancement allowing customers to trial virtually approximately 20 lip beauty product.
Following the successful test, Macy’s iterated on the design in partnership with Modiface and will now scale the enhancement to all Macy’s app users expanding to more than 1,000 beauty products across major brands covering face, eyes and lip cosmetics. The true to life virtual makeup experience will facilitate the process of discovery for users as they virtually test single products or entire looks, which they can also share on social media or with friends. Through the use of in-store beauty displays, the augmented reality opportunity will also be available to customers at select locations nationwide later this spring.
Interactive Fragrance displays
Macy’s is the fragrance destination and starting in late spring, the brand will make shopping for the perfect scent easier, with the rollout of interactive displays that will help customers navigate scent families. As customers engaged with our robust assortment of top fragrances, we learned that those who bought in-store, primarily did so by brand, but when they purchased fragrances online, they shopped by scent family, filtering our assortment down to the top notes such as floral or citrus.
Later this spring through a partnership with PERCH, select Macy’s locations will offer a digitally driven, highly approachable alternative fragrance shopping experience that allows consumers to discover new scents. Featuring their favorite notes across different scent families, the digital interface shares more information on each fragrance automatically the moment a customer touches a fragrance and suggests scents that match their preferences. An extension of the traditional counter experience, customers will now have another option as they trial and find their perfect scent in-store.
Peanuts Global Artist Collective
In 2018, the company’s recently acquired concept retailer STORY, debuted
the “How Original!” themed story which featured a special collaboration
with Snoopy and the gang: the Peanuts Global Artist Collective. The
collective is a worldwide arts initiative that engaged seven talented
artists (André Saraiva x Mr. A, AVAF, FriendsWithYou,
This summer, the collection will return and expand to 100 Macy’s stores nationwide and macys.com, starting in May. The exclusive Macy’s unisex collection will feature unique works from these renowned artists in products for adults and kids ranging from denim jackets, t-shirts, hoodies to hats, onesies, water bottles and skateboards.
As a special treat for Shoptalk conference attendees in
These enhancements, and collaborations continue Macy’s commitment to innovation and to building and scaling initiatives that bridge the gap between online and offline shopping, enhancing the customer experience and create meaning brand engagement.
For Macy’s media materials, including images and contacts, please visit our online pressroom at www.macysinc.com/news-media.
Christine Olver Nealon