Macy's Latest Collaborations and Technology Enhancements Are Set to Bring New Consumer Experiences to Its Best-in-Class App and In-Store
Business Wire 4-Mar-2019 9:00 AM
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 Las Vegas
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
As part of a series of presentations from five of Macy's, Inc.'s
(NYSE:M) top female executives at the annual Shoptalk conference in Las
Vegas, today the company announced the upcoming launch of three key
initiatives bringing new experiences to its stores and mobile app.
Five of Macy's, Inc.'s top female executives took the stage at Shoptalk
in Las Vegas to share key insights and their unique business
perspectives at the annual gathering of technology and retail brands and
executives. Paula A. Price, chief financial officer, highlighted new
economic models and store formats Macy's is exploring to build lifetime
customer value and bring new customers into the brand. Jill Ramsey,
chief digital officer and Rachel Shechtman, brand experience officer and
founder of STORY, shared new technology enhancements and collaborations
that will reinvigorate the customer experience and transform the way
Macy's works. Nata Dvir, general business manager of beauty, discussed
how Macy's is using technology to evolve its beauty experience both
in-store and online. Shawn Outler, chief diversity officer, is set to
discuss today The Workshop at Macy's, the first retail vendor
development program of its kind, geared towards minority and women-owned
businesses.
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, Kenny Scharf, Nina
Chanel Abney, Rob Pruitt, and Tomokazu Matsuyama) to blend Charles M.
Schulz's signature hand-drawn vision with their own individual styles
and mediums, which has appeared in the form of public artwork around the
world. The art was then translated into a limited time, special edit of
must-have lifestyle and ready-to-wear products at STORY ranging from
tote bags to skateboards, sweaters, water bottles and notepads,
re-imagining PEANUTS classic characters for a new generation. This
initiative ultimately brought customers a unique brand experience that
they had never seen before from PEANUTS.
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 Las Vegas,
Macy's will display the Little Cloud by FriendsWithYou™
balloon from the Macy's Thanksgiving Day Parade® outside of
its store at the Fashion Show Mall, for one day only, on Monday, March 4th.
FriendsWithYou's Little Cloud, is a featured character in the Peanuts
Global Artist Collection and one of only seven art based balloons that
have appeared in the annual Macy's Thanksgiving Day Parade in its more
than 90-year history.
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.
About Macy's
Macy's, the largest retail brand of Macy's, Inc. (NYSE:M), delivers
fashion and affordable luxury to customers at approximately 650
locations in 44 states, the District of Columbia, Puerto Rico and Guam,
as well as to customers in the U.S. and more than 100 international
destinations through its leading online store at macys.com. Via its
stores, e-commerce site, mobile and social platforms, Macy's offers
distinctive assortments including the most desired family of exclusive
and fashion brands for him, her and home. Macy's is known for such epic
events as Macy's 4th of July Fireworks® and the Macy's
Thanksgiving Day Parade®, as well as spectacular fashion
shows, culinary events, flower shows and celebrity appearances. Macy's
flagship stores -- including Herald Square in New York City, Union
Square in San Francisco, State Street in Chicago, Dadeland in Miami and
South Coast Plaza in southern California -- are known internationally
and are leading destinations for visitors. Building on a more than
150-year tradition, and with the collective support of customers and
employees, Macy's helps strengthen communities by supporting local and
national charities giving more than $52 million each year, plus 153,000
hours of volunteer service, to help make a difference in the lives of
our customers.
For Macy's media materials, including images and contacts, please visit
our online pressroom at www.macysinc.com/news-media.
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