Activation Commerciale

(Author : Joey Haar)
AI has been liberally applied to smart homes and cars, but the pilot project for the ‘Macy’s on Call’ app shows that the technology can just as readily go hand in hand with the world of retail. The mobile web tool gives shoppers in Macy stores the ability to quickly and efficiently find the items they’re looking for, with a smart search function that recognizes natural language and responds appropriately.

'Macy's on Call' Helps Shoppers Navigate Their Local Stores

‘Macy’s on Call’ is designed for use in stores, and the tool has the ability to recognize which specific Macy’s location each user is in. Shoppers can then enter questions about where to find whatever they’re looking for. The tool recognizes both types of products (for example, summer dresses or men’s shoes) and specific brands’ items (like INC dresses or Nike shoes).

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(Author : Retail News Asia)
Macy’s, the iconic US bricks-and-mortar retailer, has taken a digital-first approach in its effort to crack the complicated China market by using innovative virtual reality and influencer strategies.

Macy’s taps VR, live video in China push

“When we came into China, we started digital first, and we started building big digital homes,” Dustin Jones, Executive Vice-President and Managing Director of Macy’s China, told an audience at the World Retail Congress Asia Pacific event in Hong Kong.

“We view ourselves as not a player or an instrument in China but an orchestrator of a better, more simple, more entertaining consumer transaction,” he added.

To make a splash with Chinese millennials, Macy’s turned to virtual reality. In late October, Alibaba sold 150,000 cardboard VR headsets for just 1 yuan (about US$0.15) on Taobao, China’s equivalent to eBay. In the days leading up to Singles Day – 11 November – customers could use the headsets with Taobao’s app to shop a virtual reality version of Macy’s iconic New York flagship store.

“We created the first virtual reality department store,” said Jones. “We launched that virtual reality department store last year on (Single’s Day) – five million people shopped that virtual reality store with us. We filmed it all in New York in Macy’s Herald Square and made all those products shoppable.” Macy’s has also tapped live streaming to bring New York fanfare to Shanghai, with a local twist.

“We did a fashion show even last year for what we would call ‘grand opening’ on Tmall. That fashion show was live-streamed in New York with an after-party by a Chinese host. And also, then a talk show was created in Shanghai where we did a fashion show down the side of the very tall building and showed the product in a completely different way, and we sold all of the product through live video,” Jones said.

“On that event, 150m people participated in our live show, and on the two events combined, 300m people participated.”

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(Author :
Macy’s Inc will partner with beauty services provider beGlammed to provide at-home grooming and makeup services, as the department store operator focuses on beauty to help arrest a slide in sales.


Customers will be able to book beGlammed services ranging from $25.00-$185.00, including bridal makeup, on, on-demand beauty service provider beGlammed said in a statement on Thursday. The service will be launched in 22 U.S. cities that beGlammed operates in, including Los Angeles, New York City, Miami, Las Vegas, San Francisco, Chicago and Dallas, the company said in a statement. BeGlammed was founded in 2014 by Maile Pacheco, a former Mac cosmetics employee, who created the on-demand platform to connect clients with professional stylists.

Department store operators such as Macy’s and J.C. Penney Co Inc are trying to grab a bigger slice of the fast-growing beauty products market as their mainstay apparel business comes under pressure from online giant Inc and off-price rivals including TJX Cos Inc. Sephora counters inside J.C. Penney stores have been a huge hit for the department store owner and among the company’s best-performing sales categories in the past few quarters.

J.C. Penney, which has more than 500 Sephora counters within its stores, said in April it would quickly open more such counters this year. Sephora is owned by French luxury company LVMH. Sales of premium makeup, fragrances and skin-care products that are generally not sold at drugstores rose 7 percent to $16 billion in 2015, according to research firm NPD. Macy’s, which reported its sixth straight drop in quarterly sales last month, has called beauty one of its “significant growth opportunities”.

The company bought beauty retailer and spa chain Bluemercury last year for $210 million and has said it would focus on expanding the chain.

Macy’s tie-up with beGlammed is the second partnership announced this month. Macy’s has said it plans to open an Apple Inc store inside its flagship Herald Square store in New York, as it tries to tap into the iPhone maker’s big customer base to boost traffic in its stores this holiday season. Macy’s made a similar partnership agreement with consumer electronics retailer Best Buy Co Inc in September.

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(Author : Obi Anyanwu)
Apple continues to expand in New York City recently opening new locations in the Upper East Side and Williamsburg, Brooklyn. The tech giant is eyeing a new store in Manhattan at a surprising location—Macy’s Herald Square.


Macy’s inked a deal with Apple to be the first department store to house an Apple retail location. The American press reported that Macy’s Herald Square will carry the iPhone, iPad, MacBook and Apple Watch among other Apple products.

The new partnership is one of many that Macy’s has made with retailers. The department store partnered with The Finish Line, Best Buy, Sunglass Hut and Lids to boost sales.

Macy’s has been struggling to keep sales up for six quarters, and recently announced that it will close 100 stores to invest in its online business. The retailer also said that it would enter into more license agreements and add new vendors to its existing stores.

Apple, on the other hand, recently announced the iPhone 7 and 7 Plus, it’s newest phones, and a bevy of new products including the Apple Watch Series 2 and Apple Watch Nike+ among others. The tech company aims to breathe life into the stalling smartphone market that was flat in the second quarter globally.

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(Author : Marielle Castillo)
Developed in partnership with IBM Watson, the tool frees up staff and provides shoppers with helpful information as they navigate stores.

Macy’s Is Testing An AI-Powered Shopping Assistant

Chain department store Macy’s just announced Macy’s On Call, an in-store shopping assistant powered by artificial intelligence, developed in partnership with IBM Watson and intelligent engagement platform Satisfi, to deliver an innovative solution to enhance the in-store shopping experience.

The cognitive mobile web tool will help shoppers get information while navigating 10 of the stores around the United States participating in this pilot. It allows customers to input natural language questions regarding specific products, departments, services and facilities, and in turn receive a customized response. The initiative is based on the idea that consumers are increasingly likely to turn to their smartphones than they are to an associate at a physical store.

Accessed via, the tool uses Watson’s Natural Language Classifier to interact with the customer through a simple question and answer interface. The interface is available for customers in Spanish at select locations, via Watson Language Translation API. The system will become smarter and more accurate as it learns more about each store’s customers, based on popular searches categories and most asked questions.

Five of the 10 selected locations will serve as the base learning stores, where the tool acts solely as a customer-led self-serve initiative. The other five stores have an additional feature that allows shoppers to request face-to-face assistance from a Macy’s associate. This mobile tool could eventually help users style outfits and other services, and significantly help Macy’s develop deeper relationships with its customers.

This first phase of Macy’s On Call pilot will run through late fall of 2016. As the program progresses, the retailer hopes to assess other potential uses of the technology, and to implement Watson’s full cognitive dialog capabilities in the future.

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(Author : Tim Feran)
From the lights to the flooring to the fixtures to the merchandise itself, Macy’s at Easton is “100 percent brand new,”or will be on June 25, when the retailer introduces the new store-design prototype on June 25.

Macy's to test store-in-store, customer-service initiatives at Easton site

Construction began on March 27 — with work taking place as the store remained open — to turn the conventional department store into a new model featuring “lifestyle” departments and leased businesses. The latter is a version of the store-within-a-store concept that recently gained attention — if not a lot of success —when JCPenney tried it.

“This is the new way Macy’s is looking at the customer,” said Andrea Schwartz, vice president of media relations and cause marketing.

What Macy’s is counting on to make the physical changes successful is its heightened focus on customer service. Macy’s is hiring 117 additional employees, 50 of them temporary, at the Easton store to execute several new initiatives. For example, the Connect @Macy’s kiosk will offer one-on-one service to customers as soon as they walk into the store. In addition, the retailer is offering at no cost a personal-shopper service called My Stylist @Macy’s. Macy’s decision to add customer-service employees makes sense, said Lee Peterson, an executive vice president at WD Partners, a Dublin retail-consulting company.

To blow up the old model is the right way to go,” Peterson said. “They’ve figured it out. That’s brilliant. The thing is, this is going to cost a lot. But what’s going to cost too much is if you go out of business.”

Other areas that Macy’s has transformed at the Easton prototype range from massively different to subtly enhanced.

The Restore, Nourish and Strengthen department, for example, includes footwear from Finish Line and various brands of athletic apparel as well as Gaiam Yoga merchandise, Fitbit watches and a Berry Blendz full-service juice and smoothie bar. The customer-service aspect in this department includes full-time health and fitness “ambassadors.”

Instead of teaching someone to ring a register, we’re hiring people who understand the lifestyle,”said Kathi Newton, vice president and store manager. “I think this is going to be a real game-changer.”

The cosmetics department at Easton is receiving a complete face-lift with new fixtures and counters and the addition of a Bluemercury shop, which not only offers beauty products but such treatments as microdermabrasion, brow tinting, facials and waxing.

Store-within-a-store elements also include a new LensCrafters locations with licensed optometrists and a Premier Salon and Spa offering hair, nail and massage services.

Both of those elements are grouped close to the expanded wedding and engagement department, an area in which Macy’s has long been a force.

Nearby are a Papyrus stationery shop, the Tux Shop at Macy’s operated by Men’s Wearhouse, an expanded assortment of special-occasion dresses and an expanded jewelry area that includes loose diamonds available for custom designs. A free wedding stylist from the My Stylist @Macy’s program will be available to offer tips to wedding parties and guests on dresses, suits, gifts and honeymoon attire.

“I don’t think we’ve ever done wedding so cohesively,” Schwartz said.

With a nod to more-compact urban living, the new furniture department includes areas showing how small-footprint homes can be furnished — and including signs showing the square footage of the areas. The Easton store is so far the only prototype, but officials plan to open it and see how shoppers react.

“That’s one of the best things about working at Macy’s — they’re not afraid to change,” Newton said. “It’s about responding to what the customer is telling us.”

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(Author : Laura McQuarrie)
At its Manhattan Beach store in California, Macy’s is experimenting with some of the high-tech retail technology available today.

Automated Fitting Rooms

This includes a system called the ‘Whoosh Fitting Room‘ from Hointer, which uses smartphones and tablets to make it possible for consumers to try on an assortment of garments with without having to leave the changing room.

When browsing the store, shoppers are able to use the brand’s mobile app to call up items in the sizes that they would like to try on. Rather than the items being delivered by a store attendant, the entire process is automated with a system of chutes. In the dressing room, there’s one for discarding and another one where new sizes or styles can be delivered when new selections are made via the app. Ultimately, this system means that shoppers can relocate the time they waste undressing and redressing for browsing and purchasing.

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(Author : Julian Thumm)
Etsy has opened a store in Macy’s New York flagship as part of its moves to partner with major retailers and develop seller exposure. However, not all sellers are happy with the move.

Etsy Launches Store in Macy’s Flagship

Craft marketplace Etsy has opened its first retail store in Macy’s New York Herald Square flagship. The Etsy shop features a curated selection of items from eight Etsy sellers in a dedicated retail space. Macy’s team of buyers hand-selected the product selection, which includes jewellery, homewares and some unique items designed specifically for Macy’s. The product selection will be refreshed every six to eight weeks, with each selection focusing on a different theme.

The store will provide massive exposure and opportunities for the featured sellers. “For designers to showcase their products to a locally and globally diverse customer base in the exciting selling environment of Herald Square, is an incredible opportunity for both wholesalers and customers,” said Marc Mastronardi, executive vice president/general merchandise manager of Accessories/Center Core for Macy’s.

The Macy’s store is part of a move by Etsy to increase its brand exposure and develop seller relationships with major retail partners. Last year, Etsy launched a set of guidelines for how its retail partners should work with independent designers. According to the company blog: “These commitments require our Retail Partners to rethink business as usual and create a whole new kind of relationship with the independent designers on Etsy Wholesale that leads to mutual success; a bold step toward reimagining commerce and reimagining wholesale.”  Etsy is actively looking to partner with major retailers, a move that is designed to provide Etsy sellers “with a foundation to build lasting and successful wholesale businesses.”

However, not all Etsy sellers are happy about the move. According to NBC, some sellers are accusing Etsy of selling out its core values to appease shareholders. “In theory, it is quite exciting that there could be a direct stream for small Etsy sellers to be linked up with manufacturers and large wholesale accounts,” Diane Lupton of KnotWork Shoptold NBC. “But our experience has shown that it will likely not help the vast majority of sellers, and will probably further drown small shops in the sea of manufactured, rather than handmade, goods. We want Etsy to go back to its roots.

“I would say the vast majority of us are upset about Etsy’s move to manufacturing in any way,” Lupton continued. “We feel it is the death knell for the small shops, particularly the single-employee businesses that helped build Etsy.”

While purists may lament Etsy’s recent moves to some larger scale manufacturing and major retail partnerships, other sellers are viewing it as an opportunity to reach larger markets. In reality, the moves will likely have very little impact on the majority of Etsy’s one million-plus sellers, but will likely help to raise the company’s profile beyond its standard shopping demographic. Etsy has struggled since going public last year, with Fortune naming it the worst performing IPO of 2015, and the company facing significant competition from Amazon’s craft marketplace,Handmade at Amazon, which also launched last year.

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(Auteur : Laurence)
Black Friday, c’est vendredi 27 novembre. Chez Macy’s, les beacons sont prêts. Chaque année à pareille époque, Macy’s crée la surprise en donnant à ses clients une raison irrésistible de venir dans ses magasins – là où, rappellons-le, 90 % des achats se font, encore.

Chez Macy’s, les Beacons font gagner des cadeaux

Cette année, la surprise est un Grand Jeu en magasin, activé par des beacons, donnant à ce « Macy’s Black Friday Walk In and Win game » un petit air de chasse aux trésors pour grands enfants, smartphone à la main. A la clé : 1 million de dollars de prix, distribués en 3 jours seulement. Et pour tenter sa chance, rien n’est plus simple : à son entrée dans un des 700 Macy’s où sont déployés les beacons, et tout au long de son parcours dans le magasin, le client qui possède l’appli mobile et est ‘opt-in’, reçoit une push notification quand il passe à proximité d’un beacon. Chaque message le plonge dans une expérience digitale qui lui donne immédiatement une chance de gagner l’un des prix. Il peut tenter sa chance jusqu’à 5 fois par jour. On a connu proposition moins réjouissante.

La méthode de Macy’s pour faire télécharger l’application mobile  

Macy’s, l’un des leaders du Mobile Marketing, sait que la réussite de l’opération dépend étroitement du nombre de personnes possédant son appli mobile. Sa méthode pour communiquer sur les avantages à posséder son appli mobile est exemplaire, jugez plûtot

Chez Macy’s, les Beacons font gagner des cadeaux1

Une vidéo sur la Page dédiée explique le fonctionnement du jeu, dans la vidéo, le client visualise les 5 étapes pour participer au jeu :

  • S’enregistrer, en répondant à des questions rapides,
  • Télécharger l’appli Macy’s (où mettre à jour son appli Macy’s ),
  • Donner son autorisation (opt-in) pour recevoir des push notifications de Macy’s et etre géo-localisé,
  • Accepter des push notifications à l’intérieur du magasin (mode in-store),
  • Activer son bluetooth.

Une fois dans le magasin, la personne qui se trouve à proximité d’un Beacon reçoit une notification l’invitant à participer au jeu : dans la plus pure tradition des Instant Win, il est très simple de savoir si l’on a gagné. Le Prix est gagné ! Parmi les cadeaux à gagner :  des séjours à New York, des shoppings offerts.

Le mécanisme est très astucieux et aura pour Macy’s des retombées bien au-delà de Black Friday, puisque une fois l’application mobile sur le smartphone des participants, ceux-ci pourront l’utiliser tout au long de l’année et bénéficier de tous ses avantages. Deals & Promotions, offres personnalisées dans l’onglet My Saved Offers, création de Wish Lists, scanne d’un produit pour obtenir de l’information additionnelle, et toutes sortes de services inStore, jusqu’à l’achat en mCommerce.
Ce que Macy’s résume par :  your ultimate in-store shopping buddy

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(Author : Sara Roncero-Menendez)
The Perry Ellis section of the famous Herald Square Macy’s got a digital makeover, showing customers how stores might soon be changing to better fit their needs

Macy’s Imagines the Shop of the Future in Time for Black Friday

Whether its for food, resources, or clothing, people flock to stores in order to browse and buy things that catch their eye. As such, store layouts are always trying to find new ways of attracting attention to specific sections and items, but using mostly traditional methods. Department store Macy’s has teamed up with men’s apparel brand Perry Ellis and New York-based design agency The Science Project in order to upgrade the shopping experience, using tech to turn a regular trip to the men’s department into a look at the Shop of the Future.

Macy’s Herald Square location in New York City has installed a new kind of shopping setup before the big Black Friday rush. As customers come into the store’s men’s clothing department, specifically to the Perry Ellis section, they will be treated to a new technological way to shop. Floating mirrors delivering responsive branded content through the use of proximity sensors, LED custom hardware providing a modern storytelling platform, with three separate sections to give shoppers the opportunity to engage in extended digital interaction. The area also utilizes non-angular structures to create a fluid feel and has phone charging stations for its customers. Design firm SawickiTarella Architecture and Design helped to make these space-age concepts into a reality.

Jeremy Bergstein, the CEO of The Science Project, tells PSFK that the new installation is a mix of both hopes for the future and respect for the ways of the past:

The Perry Ellis store reflects a matured vision of modern ‘stores of the future’ while still honoring traditional store design. We were mindful of classic elements that magnify and enhance the brand while also creating a unique shopping experience. We used technology to create interaction where appropriate. I love that brand story interactions are created with passers-by to drive store traffic, combined with the deeper product driven stories that are inside the space.

Changing how stores interact with their customers without using sales representatives may seem like the start of a science-fiction universe promised to us in the Back to the Futurefilms, but like hover boards and self-tying sneakers, the future may be closer than we think.

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