Macy's announces new in-store and mobile features
In an effort to create a seamless transition between its physical and digital shopping experiences, Macy's has revealed plans for three new initiatives that will be executed both in-store and via its mobile app.
At the Shoptalk conference in Las Vegas, Macy's executives announced an upcoming augmented reality experience in its beauty category, set to launch in late spring on the Macy’s app. Built in partnership with Modiface, the feature will allow customers to virtually try on over 1,000 face, eye and lip products. Later in the spring, the tool will also become available in select brick-and-mortar locations via in-store beauty displays.
Also launching in late spring, Macy's will be rolling out interactive fragrance displays in stores, helping customers find their preferred scents. The initiative aims to combine the experience of in-store fragrance shopping – where consumers were most likely to buy by brand – and browsing for fragrances online, where customers primarily shopped by scent family.
Through a partnership between Macy's and fragrance company Perch, select store locations will also offer an additional digitally-driven fragrance shopping experience that will help suggest scents to match customer preferences.
Finally, Macy's will launch an exclusive unisex collection with the Peanuts Global Artist Collective this May, offering a range of adult and kids products such as denim jackets, t-shirts, hoodies, hats, onesies, water bottles and skateboards. Pieces from the collection will be available in 100 Macy's stores nationwide and at macys.com.
The summer collection follows the collective's 2018 "How Original!" collection, launched in 2018 through Macy's subsidiary, Story.
Macy's execs said the new initiatives will support the new economic models and store formats, as well as the new technology enhancements and collaborations, that the company is exploring in the new year.
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