Macy’s Expands Augmented Reality Feature to Mobile App Users
Macy’s is expanding its augmented reality (AR) feature to all mobile app users, allowing them to virtually try on over 1,000 cosmetics products from major brands. This feature, which was previously tested with a small group of users in 2018, will probably be available to all users this spring. The AR experience can even be available in select stores nationwide via in-store beauty displays.
How it Works
The AR feature, which was developed in partnership with AR beauty company Modiface, will allow users to check single products or entire looks and share them on social media or with friends. This feature is anticipated to reinforce the shopping experience for Macy’s customers, making it easier for them to search out the proper products without having to physically try them on.
Enhancing the Mobile App
Macy’s can also be working on enhancing its mobile app in other ways, including enabling buy-online-pickup-in-store in its mobile wallet and adding ways for shoppers to attach with in-store stylists, locate products, and find local events. According to Jill Ramsey, chief digital officer at Macy’s, two-thirds of online traffic and half of digital sales come from mobile devices, making mobile app users the corporate’s "most loyal customers."
The Importance of AR Try-On Tools
AR try-on tools have turn out to be a preferred way for cosmetics brands to market products to mobile customers. By offering this feature, Macy’s is hoping to draw more customers to its app and stores, reasonably than rival corporations like Sephora or Ulta Beauty. With e-commerce becoming increasingly critical for traditional retailers like Macy’s, the corporate is investing in technology to remain competitive.
In-Store Experience
In addition to the AR feature, Macy’s can also be enhancing the in-store experience with interactive displays that help customers find the proper fragrance. The company has partnered with Perch to create a digitally driven experience that permits customers to explore different scents and find the one which suits them best. This feature is anticipated to spice up sales amongst customers who’re undecided a few fragrance brand and don’t need to sample dozens of scents.
Future Plans
Macy’s investments in technology are a part of its effort to upgrade its stores, which it calls "magnets." The company plans to widen its remodeling efforts to a different 100 stores this yr, up from 50 last yr. Despite facing challenges, including flat sales and efforts to chop costs, Macy’s is committed to investing in technology to remain competitive.
Conclusion
In conclusion, Macy’s expansion of its AR feature to mobile app users is a major step forward for the corporate. By enhancing the shopping experience and making it easier for patrons to search out the proper products, Macy’s is hoping to draw more customers to its app and stores. With its investments in technology and efforts to upgrade its stores, Macy’s is well-positioned to remain competitive within the rapidly changing retail landscape.
