Macy’s introduces same-day delivery, digital wallets, smart fitting rooms
Publish Date: September 16, 2014
Macy’s Inc. unveiled a series of technological initiatives aimed to increase the seamlessness of its omni-channel shopping experience at its 840 Bloomingdale's and Macys' stores. “Our goal remains to help our customers shop whenever, wherever and however they prefer, and to use the entire inventory of the company to satisfy demand,” said Terry J. Lundgren, Macy’s, Inc. chairman and chief executive officer. “We are a multi-faceted retailer with stores, technology, Internet capability and mobile access that come together for our customers. They are at the center of all our decisions, and our ongoing research and development will continue to help us understand how to personally engage with them.”
Macy’s shoppers will soon be able to choose how and where they want to pick up their purchases. Macy’s and Bloomingdale's this fall will begin piloting same-day delivery of products purchased online at macys.com, bloomingdales.com and on both brands’ mobile-enabled websites. Macy's will offer same-day delivery to customers in eight major U.S. markets – Chicago, Houston, Los Angeles, New Jersey, San Francisco, San Jose, Seattle and Washington, D.C. Bloomingdale's will offer same-day delivery to customers in four major markets - Chicago, Los Angeles, San Francisco and San Jose. Deliveries to customers will be powered by Deliv, a rapidly growing crowd-sourced same-day delivery provider, in collaboration with major mall owners, including General Growth Properties, Macerich, Simon and Westfield Corp. The retailer also recently completed rolling out buy online/pickup in store capabilities to all Macy’s and Bloomingdale’s stores.
The retailer is also improving its mobile shopping apps and launching Macy’s Image Search, an all-new app that allows customers to search the merchandise assortment on macys.com by taking and submitting a photograph of any outfit, accessory or merchandise item they see in daily life. The visual search will take the customer to similar items on macys.com, where they can be purchased.
In October, Macy’s and Bloomingdale’s will join the roster of retailers accepting Apple’s new Apple Pay mobile wallet system, which aims to make payment more secure and convenient for shoppers. Macy’s and Bloomingdale’s have also introduced their own new mobile wallets to allow shoppers enrolled in loyalty rewards programs to easily store and access offers and coupons virtually. In November, the company’s mobile apps will add the wallet function to complete the omni-channel experience.
The retailer is also improving how it communicates with shoppers as they move through its stores. After a test run last year during the holiday season at Macy’s flagships in New York and San Francisco, Macy’s and shopping app shopkick will expand the use of shopkick’s shopBeacon technology to all Macy’s stores nationwide. About 4,000 devices, called shopBeacons, will be placed within various departments at Macy’s locations and will transmit special deals and offers to the devices of shopkick app users as they pass by.
Smart fitting rooms are part of the strategy, too. These fitting rooms are equipped with wall-mounted tablets where selling associates and customers can scan merchandise to view colors and sizes available and, in many cases, see additional product information, product ratings/reviews and recommendations on complementary items. Customers are also able to tap a button to call for assistance from a sales associate without even leaving the room. Bloomingdale's has introduced smart fitting rooms in five store locations – Century City, San Francisco and Palo Alto, CA; Short Hills, NJ; and Garden City, NY. The new Bloomingdale’s store at Stanford Shopping Center, in Palo Alto, Calif., will be the first to have the new technology in all men’s and women’s fitting rooms.