Macy’s Rolls Out Star Gifts App With Visual Recognition Technology

Macy’s has announced the new Star Gifts mobile app, which is designed to empower mobile shoppers to leverage visual recognition technology, called NantMobile ID, to purchase items from Macy’s Star Gifts assortment. Whether they scan it from a catalog, magazine ad or even from an outdoor billboard, Macy’s will deliver mobile access to product information, gift-giving assistance and more, according to the retailer.

“Visual recognition technology is the next evolution of our mobile strategy, leveraging Macy’s omnichannel capabilities to be everywhere our customers are in order to enhance their shopping experiences on the go,” said Martine Reardon, Macy’s chief marketing officer. “This new application of technology will assist us in delivering helpful and relevant content to mobile shoppers while at the same time providing them with the opportunity to get their holiday shopping done with ease.”

Macy’s Star Gifts app is available for free on iTunes and Google Play.

“Our next generation visual recognition technology will layer a virtual world of consumer engagement over the physical, creating millions of new consumer connections for Macy’s,” said Dr. Patrick Soon-Shiong, founder and CEO of NantMobile. “Macy’s app marks a revolutionary initiative to offer consumers the full shopping experience, without having to disrupt hectic holiday schedules. Macy’s is at the forefront of a retail revolution. They recognize that for their consumers, this technology offers simplicity and convenience.”

Consumers who download the Macy’s Star Gifts app will have their first opportunity to engage with the added virtual content with the launch of the Macy’s Star Gifts catalog in early November. With the app open, shoppers will just need to point their device at any page in the catalog featuring a Star Gift and tap the screen to see the enhanced information. For a limited time, through Nov. 17, 2013, shoppers can also scan the first page of the Star Gifts catalog to receive a $10 Macy’s mobile Gift Code to kickstart their holiday gift shopping, according to Macy’s.