Macy’s Inc. (NYSE:M) has unveiled plans to roll out mobile checkout at all its full-line stores by year-end and to add 60 locations where customers will be able to use of virtual reality technology to enhance their furniture-buying experience.
“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,” Macy's chairman and CEO Jeff Gennette said.
To use mobile checkout, customers will need to download the Macy’s app and join Macy’s free Wi-Fi network. They then can scan items they wish to buy using their phone’s camera and the app’s built-in scanner. Macy's said the app will allow customers to apply relevant offers and rewards to eligible purchases. Once they are ready to check out, customers can pay on the app with their pre-registered credit card to complete the transaction. From there, they will walk to the special Mobile Checkout counters where Macy's associates verify the purchase, remove security tags and bag their items.
Macy's said its 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.
Sit down for this one: Buying furniture virtually
Macy’s said it also is adding 60 locations to its Virtual Reality (VR) furniture pilot, which allows customers to use VR technology to design and experience the interior of a room for which they are buying furnishings. The expansion is scheduled to be completed by fall 2018 "and will cover a significant portion of Macy’s largest furniture departments," the company said.
Macy’s said its 3D furniture experience allows customers to place furnishings in a virtual room they design using a tablet. They will map out the basic dimensions and shape of the room for which they are buying products, then will select the items they want and lay them out virtually in the room. Macy's said customers will test the layout out virtually by stepping into the room, "using VR headsets to get a true-to-life experience that allows them to walk around the coffee table, couch and other furnishings."
The furniture VR technology has been tested at Macy’s flagship store in New York City and at Macy’s stores in Paramus, New Jersey, and Dadeland, Florida. Gennette said Macy's sees the VR technology as a new tool that will help customers "make more informed decisions on these important purchases."
"Like a lot of brands, we’ve experimented with VR in a number of areas and we’re excited to have found a practical application that has proven to drive sales," Gennette said.