Macy's revamps mobile app with in-store checkout, augmented reality features
Macy's is prepping a nationwide rollout of new features in its mobile app starting with an augmented reality furniture shopping experience that will be available to consumers in April, according to a press release.
Mobile Checkout, powered by the Macy’s app and designed to speed the in-store checkout process, also is slated for a nationwide rollout to all full-line stores by the end of this year.
Jeff Gennette, chairman and CEO for Macy's, made the announcements at this week's Shoptalk conference in Las Vegas.
"As part of our test, iterate and scale model for innovation; we are excited to expand our launch of Mobile Checkout powered by the Macy's app, providing our customers with the opportunity to self-serve and speed their transactions with us in-store," Gennette said in the release. "We think of the Macy's app as a key we hand to our customers, a key that allows them to unlock an enhanced shopping experience — a world of possibilities. With this powerful tool in hand, we give them the opportunity to engage with us on their terms. And we keep adding exciting new features to it based on what they tell us."
Macy's claims Mobile Checkout is as simple as Scan. Pay. Go. First tested at the Macy's Woodbridge, New Jersey, store and powered by the Macy's app, available for iOS and Android devices, Mobile Checkout leverages the app's in-store mode to power the self-service feature.
To use the service, customers download the free Macy's app and join Macy's free Wi-Fi network. As they browse the assortment, customers can scan the items they wish to purchase using their phone's camera and the app's built-in scanner. As part of Macy's ongoing price simplification strategy, the app will easily enable customers to apply relevant offers and rewards to eligible purchases. Once they are ready to checkout, they can pay on the app with their pre-registered credit card to complete the transaction.
From there, they use special Mobile Checkout counters set up in close proximity to store exits to have associates verify the purchase, remove security tags, and bag their items.
Macy's said most merchandise in stores will be available for mobile checkout, with the exception of certain product categories as noted per store, such as leased departments or fine jewelry where a sales associate is needed to complete the purchase.
The company's Bloomingdale's division will begin testing the Mobile Checkout feature later this month at its SoHo location in New York City, ahead of future implementation across its namesake stores.
Macy's also is scaling to an additional 60 locations a successful virtual reality furniture pilot, which enables customers to virtually design and experience the interior of a room for which they are purchasing furnishings. The expansion is scheduled to be completed by fall 2018 and will cover a significant portion of Macy’s largest furniture departments.