- Welcome to the New Customer Disruption Newsletter
- Kroger debuts Retail Site Intelligence, new enterprise IT architecture
- Westfield Garden State Plaza brings digital technology to physical world
- Animated mannequins steal show at Gaultier exhibit in New York
- 5 Reasons Retailers Can't Miss Customer Disruption 2014
New York -- Macy’s shoppers will be able to see it, scan it, shop it this holiday season with the chain’s upcoming integration of NantMobile’s iD visual recognition technology. The new Macy’s Star Gifts app, powered by iD, empowers mobile shoppers to leverage visual recognition technology to purchase items from Macy’s Star Gifts assortment while on the go. 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 much more.
“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.”
Augmenting its already robust mobile initiatives, Macy’s Star Gifts app, available for free on iTunes and Google Play, will be used to deliver content that will help inspire, entertain and assist in the creation and fine-tuning of holiday gift lists.
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, shoppers can also scan the first page of the Star Gifts catalog to receive a $10 Macy’s mobile Gift Code* to kick start their holiday gift shopping.
Throughout the holiday season, visual recognition technology will be available on Macy’s gift advertising found in public spaces such as subway stations, digital billboards, bus shelters, windowscapes and magazines, and additional catalogs. This marks a first-of-its kind use of iD’s visual recognition technology to deliver a seamless experience across national catalogs, print and outdoor advertising.
The addition of iD technology adds another layer to Macy’s existing mobile strategies including its stand-alone app, mobile-enhanced online store at Macys.com, as well as numerous mobile rewards and advertising partnerships.