Macy's Inc. announces store, online tech innovations
CINCINNATI —Macy's Inc. has announced the launch of a series of technology innovations in its Macy's and Bloomingdale's stores and websites designed to improve shopper experience.
"As we build our culture of growth at Macy's, Inc., it is important thatwe develop and test new ideas so we can learn and continue to improve.We are committed to leading in the adoption of technology that resonateswith our customers, recognizing that not every idea will prove to besuccessful in the long-term," said Terry J. Lundgren, Macy's Inc.chairman, president and chief executive officer. "In particular, we areusing technology in our stores to mirror the online shopping experience,and adding functionality and content online to provide customers withadditional assistance in product selection. The ultimate goal of ouromnichannel strategy is to build deeper relationships with customers andto ensure Macy's and Bloomingdale's are accessible no matter how or whenour customers prefer to explore or shop."
Technology tests and rollouts in progress include:
Expansion of Macy's nationwideSearch & Send initiative.In 2012, more than 100Macy's stores with broad merchandise assortments will be part of theSearch & Send fulfillment network. Products bought in-store through Search & Send aredelivered to the customer's home or workplace, with free shipping fororders of $50 or more. The company also is testing the use of Macy'sstore fulfillment for selected items purchased online. Bloomingdale'sprovides fulfillment from all of its stores, as well as its onlineinventory.
Testing of Beauty Spot, a newcosmetics concept that allows customers to search and select productsfrom various product categories across multiple brands from acustom-designed kiosk to be located prominently on the selling floor.Powered by the 2ndgeneration Intel Core processors, Beauty Spot withinteractive touch screens will be tested in four Macy's stores in NewJersey, Texas and Virginia. Six Macy's stores in Delaware, New Jersey,Pennsylvania and Texas will test Beauty Spot without touch screens.
Testing of computer tablets and hand-held devices at Macy's and Bloomingdale's storesto engage customers in selected merchandiseareas. This fall, about 350 stores will be using tablets to helpcustomers research and select skin care products at Macy's andBloomingdale's Clinique counters. In shoes, Bloomingdale's will beusing tablets and hand-held devices in five stores to help customersview and shop from the largest possible variety of styles and colors,including products at other Bloomingdale's stores. In fine jewelry, 25Macy's stores are beginning to use tablets to demonstrate productfeatures and offer coordinating jewelry pieces that may not beavailable in that particular location. These items can be purchasedvia the Macy's Search & Send system.
Launch of True Fit denim fit finder for women on Macys.com. The program enables shoppers to select the best jeans for them based on body shape and personal style.
Improved furniture and mattress delivery with the use of computer tablets to plan routes, find locations, record delivery verification signatures, and access product and sales transactioninformation on-site to answer customer questions.
Beginning in late October, Macy's will experiment with digitalreceipts in 50 selected stores across the country. When making apurchase, customers can choose to have a copy of their receipt emailedto them. In spring 2012, Macy's customers will also have the option toselect digital receipts only.
Installing free Wi-Fi service in Macy's and Bloomingdale's stores nationwide.By the end of October, fullpublic Wi-Fi access will be activated in about 230 Macy's and nineBloomingdale's stores. In another 79 Macy's stores, Wi-Fi access isbeing installed in junior's and young men's departments to support thecompany's youth initiatives.