Hate checkout lines? Macy's can help
Macy's is expanding Cincinnati-tested technology that enables in-store shoppers to browse items not on shelves and even skip the checkout this holiday. It's part of a broader push to woo Millennial customers and boost overall convenience and efficiency.
Customers looking for the hottest new Michael Kors purse that's not stocked in their favorite color have been able hunt for their hue at point-of-purchase terminals at the Kenwood Towne Centre store as part of the Cincinnati-region testing.
The touchscreen point of purchase or "POP" machines confirm if an item is in the store – or at any store nearby or across the country. Also being expanded are local "look book" terminals – touchscreen catalogs that replace some mannequins and show the shopper how some clothes look paired with other garments or accessories.
"Customers love it because it gives them suggestions, sizes and colors and it's not necessary to work with an associate," said store manager Orlena Shea. She added sales clerks also flip through both terminals with customers because it's easier to show merchandise.
"All retailers now are struggling to remain relevant with Millennial shoppers," said Paul Swinand, an analyst with Morningstar. "Macy's has been successful connecting with younger customers who spend more time using technology and shopping online."
Macy's officials say the testing is part of their continued use of technology to win customers. Here are highlights of the latest initiatives:
POP machines
How it works: Using touchscreen kiosks stationed in specific departments such as purses or active wear, a customer can scan an item, then begin browsing for variations. For example, the kiosks show purses in different colors. The terminals also offer customer favorites from the store section and even list Facebook customer reviews of items. Customers have the option to purchase items at the terminal and have it shipped to their home, skipping the checkout line.
Where it stands: After test marketing here in Cincinnati, further testing of the technology will occur in northern New Jersey and Atlanta-area stores.
Look books
How it works: Functions like a digital catalog whose pages never get worn out, wrinkled or stained. Customers looking for ideas can flip through touchscreen pages for how to pair clothes with other garments or accessories. They can also click on featured items for more detailed information.
Where it stands: Also being further tested in Northern New Jersey and Atlanta-area stores after initial testing here in Cincinnati.
Apple Pay
How it works: Customers with the new iPhone 6 and the Apple Watch will be able to pay at registers with a wave of their devices. Customers buy virtual encrypted "tokens" from Apple to be stored on their phones – so in the event they're lost or stolen, no credit card info is on the device. More details will be released this month by Apple.
Where it stands: All Macy's and Bloomingdale's stores this fall along with other select retailers.
Shopkick
How it works: Customers download the app for personalized in-store deals, discounts and recommendations. Shoppers who opt in, get a reminder to open the app once they enter a Macy's store, then get notifications. Next spring, the notifications will get even more specific – based on where in the store the customer. In shoes? Nine West pumps are $10 off!
Where it stands: The technology was tested last holiday season at flagship stores in New York and San Francisco, but will be available at all Macy's stores this fall. During the initial implementation, customers will receive store-wide promotions and discount information.
Macy's Wallet
How it works: The Macy's Wallet and Bloomingdale's Wallet stores offers and coupons virtually with a customers' loyalty program, so there's no need to dig out a paper coupon or discount offer for an in-store or digital sale.
Where it stands: The wallets are already available to customers with online profiles with the retailer. In November, the company's mobile apps will add the wallet function.
Same day delivery
How it works: Just like it sounds. The program builds on the retailer's network of in-store fulfillment centers that allowed Macy's to complete its buy online/pickup in store program nationwide. Macy's is using Deliv – a crowd-sourced same-day delivery service (similar to Uber for deliveries instead of taxi service) to drop off customer purchases.
Where it stands: Not here – yet. Macy's is testing the service this fall in eight U.S. markets: Chicago, Houston, Los Angeles, New Jersey, San Francisco, San Jose, Seattle and Washington, D.C. Bloomingdale's will offer same-day delivery to customers in four major markets - Chicago, Los Angeles, San Francisco and San Jose.
