Macy’s is rolling out two new digital initiatives that officials with the department store retailer feel will help boost the shopping experience for its customers.
Mobile Checkout, powered by the Macy’s app and designed to speed the in-store checkout process, is now slated for a nationwide rollout to all full-line stores by the end of this year. In addition, an augmented reality furniture shopping experience will be incorporated into the Macy’s app with a rollout beginning in April.
Macy’s Mobile Checkout is available for iOS and Android devices and leverages the app’s in-store mode to power the self-service feature. Once connected to Macy’s through its app and free in-store WiFi, shoppers are able to scan the items for purchase and can pay through the app with a pre-registered credit card. The purchase will then be verified at Mobile Checkout locations near a given store’s exits.
“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,” said Jeff Gennette, Macy’s chairman and chief executive officer. “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.”
The company’s Bloomingdale’s division will begin testing the Mobile Checkout feature in late March at its SoHo location in New York City.
Macy’s new virtual reality initiative is designed to take the guesswork out of purchasing furniture, according to the company. Piloted at three locations including Macy’s flagship store in New York City, and at Macy’s stores in Paramus, NJ, and Dadeland, FL, the furniture VR technology will be scaled to an additional 60 locations nationwide by fall of 2018, covering Macy’s largest furniture departments.
Macy’s 3D furniture experience allows customers to place furnishings in a virtual room they design using a tablet. Shoppers will select the items they want from Macy’s furniture assortment and lay them out virtually in the room. They then use VR headsets for a “true-to-life” experience that allows them to “walk” around the room they have created.