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 that we develop and test new ideas so we can learn and continue to improve. We are committed to leading in the adoption of technology that resonates with our customers, recognizing that not every idea will prove to be successful in the long-term," said Terry J. Lundgren, Macy's Inc. chairman, president and chief executive officer. "In particular, we are using technology in our stores to mirror the online shopping experience, and adding functionality and content online to provide customers with additional assistance in product selection. The ultimate goal of our omnichannel strategy is to build deeper relationships with customers and to ensure Macy's and Bloomingdale's are accessible no matter how or when our customers prefer to explore or shop."
Technology tests and rollouts in progress include:
Expansion of Macy's nationwide Search & Send initiative. In 2012, more than 100 Macy's stores with broad merchandise assortments will be part of the Search & Send fulfillment network. Products bought in-store through Search & Send are delivered to the customer's home or workplace, with free shipping for orders of $50 or more. The company also is testing the use of Macy's store fulfillment for selected items purchased online. Bloomingdale's provides fulfillment from all of its stores, as well as its online inventory.
Testing of Beauty Spot, a new cosmetics concept that allows customers to search and select products from various product categories across multiple brands from a custom-designed kiosk to be located prominently on the selling floor. Powered by the 2nd generation Intel Core processors, Beauty Spot with interactive touch screens will be tested in four Macy's stores in New Jersey, 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 stores to engage customers in selected merchandise areas. This fall, about 350 stores will be using tablets to help customers research and select skin care products at Macy's and Bloomingdale's Clinique counters. In shoes, Bloomingdale's will be using tablets and hand-held devices in five stores to help customers view and shop from the largest possible variety of styles and colors, including products at other Bloomingdale's stores. In fine jewelry, 25 Macy's stores are beginning to use tablets to demonstrate product features and offer coordinating jewelry pieces that may not be available in that particular location. These items can be purchased via 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 transaction information on-site to answer customer questions.
Beginning in late October, Macy's will experiment with digital receipts in 50 selected stores across the country. When making a purchase, customers can choose to have a copy of their receipt emailed to them. In spring 2012, Macy's customers will also have the option to select digital receipts only.
Installing free Wi-Fi service in Macy's and Bloomingdale's stores nationwide. By the end of October, full public Wi-Fi access will be activated in about 230 Macy's and nine Bloomingdale's stores. In another 79 Macy's stores, Wi-Fi access is being installed in junior's and young men's departments to support the company's youth initiatives.