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Macy's invests in app with mobile checkout and AR experience


Macy's CEO Jeff Gennette announced that the retailer is rolling out mobile checkout through its app to all stores in the US by the end of the year. It also launching a VR feature for furniture shopping this spring.

Gennette made the announcement at the Shoptalk Conference. He said, "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 – a world of possibilities.' He added that the app gives customers "the opportunity to engage with us on their terms." The app lets customers scan product, apply offers and rewards, and checkout with previously stored credit cards. Consumers then go to mobile checkout counters where a sales associate removes security tags and bags the item. The app effectively frees up sales associates to focus on sales and s well as maintain the sales floor. Once the consumer has made the final purchase decision, they will then receive more attention from the sales associate. Mobile checkout is not available for leased departments and jewelry, where an associate must be present to complete the transaction. The mobile checkout will be piloted this month at the Macy's Inc.-owned Bloomingdale's SoHo flagship in New York, after which it will be rolled out across the chain. In addition to mobile checkout, Macy's has launched a virtual reality feature for furniture shopping. The VR platform uses augmented reality to design a room using specific measurements and then put furniture in the room. Customers can then test out their design using VR headsets to get an immersive experience of what the furniture would be like in their space. “Like a lot of brands, we’ve experimented with VR in a number of areas and we’re excited to have found a practical application that has proven to drive sales,” said Gennette. Macy's piloted the furniture VR feature at three locations. It plans to roll out the feature at 60 of its largest furniture departments by this fall.

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