Macy’s appeals to tech-savvy consumers with new app

Macy's has integrated NantMobile’s iD visual recognition technology into its Star Gifts app to allow customers to shop on the go from catalogs, billboards and magazine ads.



As retailers gear up for the holiday shopping season, Macy’s — which is pushing its omnichannel initiative — is reaching out to tech-savvy mobile customers. The iD-powered app’s visual recognition technology allows mobile shoppers to scan items from a catalog, magazine ad or even from an outdoor billboard and purchase them.



“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.”



The Macy’s Star Gifts app is available free on iTunes and Google Play and will also be used to deliver content such as product videos, gift suggestions and holiday gift-giving advice from lifestyle expert Clinton Kelly. Users will also be able to shop directly from the app from Macy’s Star Gift assortment.



“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 can then point their device at any page in the catalog featuring a Star Gift and tap the screen to get more information about an item. As further incentive, the retailer is offering U.S. shoppers who scan the first page of the Star Gifts catalog between now and Nov. 17 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, as well as in 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.