Macy's uses AR to improve customer experience
The Macy’s department store in the US has announced plans to use augmented reality technology to improve the customer experience.
The retailer will launch a new augmented reality experience for beauty this spring on its Macy’s app following a successful test with a small number of app users last autumn. The pilot allowed customers to virtually try on around 20 lip beauty products.
Working in partnership with Modiface, Macy’s is now making an enhanced version of the app available to all of its app users and has expanded the range of beauty products covered to over 1,000. These will include items for the face, eyes and lips from a range of major brands.
Users will be able to virtually test single products or entire looks, which they can also share on social media or with friends. Through the use of in-store beauty displays, the augmented reality opportunity will also be made available to customers at a number of Macy’s stores later in the spring.
In another new initiative, Macy’s will be looking to make it easier for customers to find the perfect perfume through the roll-out of in-store interactive displays to help them navigate scent families. This follows research by Macy’s that found that customers who bought in-store mainly shopped by brand, but those purchasing online shopped by scent family. Launching this spring, the digital interface will share more information on each fragrance as soon as a customer touches a fragrance and suggest scents that match their preferences.
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