A lineup of Macy’s, Inc.’s senior female
leaders discussed Macy’s upcoming omnichannel experiences, vendor
diversity initiatives, technology enhanced customer product
experiences and next-generation retail formats at the annual
Shoptalk conference in Las Vegas
An enhanced Augmented Reality experience in
Beauty will allow customers to virtually try-on a host of beauty
products on the Macy’s app and in select stores
Interactive displays in Fragrances will allow
customers to learn more about Macy’s top selection of must-have
scents
Just in time for summer, the Peanuts Global
Artist Collective exclusive collection will debut on macys.com and
in select stores nationwide
As part of a series of presentations from five of Macy’s, Inc.’s
(NYSE:M) top female executives at the annual Shoptalk conference in
Las Vegas, today the company announced the upcoming launch of three
key initiatives bringing new experiences to its stores and mobile
app.
Five of Macy’s, Inc.’s top female executives took the stage at
Shoptalk in Las Vegas to share key insights and their unique
business perspectives at the annual gathering of technology and
retail brands and executives. Paula A. Price, chief financial
officer, highlighted new economic models and store formats Macy’s
is exploring to build lifetime customer value and bring new
customers into the brand. Jill Ramsey, chief digital officer and
Rachel Shechtman, brand experience officer and founder of STORY,
shared new technology enhancements and collaborations that will
reinvigorate the customer experience and transform the way Macy’s
works. Nata Dvir, general business manager of beauty, discussed how
Macy’s is using technology to evolve its beauty experience both
in-store and online. Shawn Outler, chief diversity officer, is set
to discuss today The Workshop at Macy’s, the first retail vendor
development program of its kind, geared towards minority and
women-owned businesses.
During their discussions, Macy’s leadership announced the
following upcoming initiatives focused on enhancing the customer
in-store and mobile experience, as well as a new collaboration with
an iconic brand that will have shoppers rediscovering pop culture
favorites.
Augmented Reality Beauty experience
As part of the company’s approach to testing, iterating and
scaling innovations, an augmented reality experience in beauty will
launch in late spring on the Macy’s app, after first being tested
among a small number of app users in fall of 2018. The initial
pilot gauged the potential of this enhancement allowing customers
to trial virtually approximately 20 lip beauty product.
Following the successful test, Macy’s iterated on the design in
partnership with Modiface and will now scale the enhancement to all
Macy’s app users expanding to more than 1,000 beauty products
across major brands covering face, eyes and lip cosmetics. The true
to life virtual makeup experience will facilitate the process of
discovery for users as they 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 available to customers at select
locations nationwide later this spring.
Interactive Fragrance displays
Macy’s is the fragrance destination and starting in late spring,
the brand will make shopping for the perfect scent easier, with the
rollout of interactive displays that will help customers navigate
scent families. As customers engaged with our robust assortment of
top fragrances, we learned that those who bought in-store,
primarily did so by brand, but when they purchased fragrances
online, they shopped by scent family, filtering our assortment down
to the top notes such as floral or citrus.
Later this spring through a partnership with PERCH, select
Macy’s locations will offer a digitally driven, highly approachable
alternative fragrance shopping experience that allows consumers to
discover new scents. Featuring their favorite notes across
different scent families, the digital interface shares more
information on each fragrance automatically the moment a customer
touches a fragrance and suggests scents that match their
preferences. An extension of the traditional counter experience,
customers will now have another option as they trial and find their
perfect scent in-store.
Peanuts Global Artist Collective
In 2018, the company’s recently acquired concept retailer STORY,
debuted the “How Original!” themed story which featured a special
collaboration with Snoopy and the gang: the Peanuts Global Artist
Collective. The collective is a worldwide arts initiative that
engaged seven talented artists (André Saraiva x Mr. A, AVAF,
FriendsWithYou, Kenny Scharf, Nina Chanel Abney, Rob Pruitt, and
Tomokazu Matsuyama) to blend Charles M. Schulz’s signature
hand-drawn vision with their own individual styles and mediums,
which has appeared in the form of public artwork around the world.
The art was then translated into a limited time, special edit of
must-have lifestyle and ready-to-wear products at STORY ranging
from tote bags to skateboards, sweaters, water bottles and
notepads, re-imagining PEANUTS classic characters for a new
generation. This initiative ultimately brought customers a unique
brand experience that they had never seen before from PEANUTS.
This summer, the collection will return and expand to 100 Macy’s
stores nationwide and macys.com, starting in May. The exclusive
Macy’s unisex collection will feature unique works from these
renowned artists in products for adults and kids ranging from denim
jackets, t-shirts, hoodies to hats, onesies, water bottles and
skateboards.
As a special treat for Shoptalk conference attendees in Las
Vegas, Macy’s will display the Little Cloud by FriendsWithYou™
balloon from the Macy’s Thanksgiving Day Parade® outside of its
store at the Fashion Show Mall, for one day only, on Monday, March
4th. FriendsWithYou’s Little Cloud, is a featured character in the
Peanuts Global Artist Collection and one of only seven art based
balloons that have appeared in the annual Macy’s Thanksgiving Day
Parade in its more than 90-year history.
These enhancements, and collaborations continue Macy’s
commitment to innovation and to building and scaling initiatives
that bridge the gap between online and offline shopping, enhancing
the customer experience and create meaning brand engagement.
About Macy’s
Macy's, the largest retail brand of Macy's, Inc. (NYSE:M),
delivers fashion and affordable luxury to customers at
approximately 650 locations in 44 states, the District of Columbia,
Puerto Rico and Guam, as well as to customers in the U.S. and more
than 100 international destinations through its leading online
store at macys.com. Via its stores, e-commerce site, mobile and
social platforms, Macy's offers distinctive assortments including
the most desired family of exclusive and fashion brands for him,
her and home. Macy's is known for such epic events as Macy's 4th of
July Fireworks® and the Macy's Thanksgiving Day Parade®, as well as
spectacular fashion shows, culinary events, flower shows and
celebrity appearances. Macy's flagship stores -- including Herald
Square in New York City, Union Square in San Francisco, State
Street in Chicago, Dadeland in Miami and South Coast Plaza in
southern California -- are known internationally and are leading
destinations for visitors. Building on a more than 150-year
tradition, and with the collective support of customers and
employees, Macy's helps strengthen communities by supporting local
and national charities giving more than $52 million each year, plus
153,000 hours of volunteer service, to help make a difference in
the lives of our customers.
For Macy’s media materials, including images and contacts,
please visit our online pressroom at
www.macysinc.com/news-media.
.
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Orlando Veras646-429-7450Orlando.Vera@macys.com
Christine Olver
Nealon646-429-5713Christine.Olver.Nealon@macys.com
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