Macy's Adds to its Mobile Strategy

Macy's already has a robust mobile app that allows users to shop online, access special offers and in-store savings, access registries and find gifts, and scan barcodes to get product information including videos. 

Last week, Macy's released a new app titled "Star Gifts" which "lets consumers scan a catalog, magazine ad or outdoor billboard for product information, tips and instant purchasing power."  The app uses the smartphone's camera and image recognition technology to allow users to scan images rather than visually irrelevant barcodes, creating a better user and shopping experience.  According to Macy's CMO has said that visual recognition technology is the next evolution of their mobile strategy and that the newly released app "will assist [Macy's] in delivering helpful and relevant content to mobile shoppers while at the same time providing them with the opportunity to get their holiday shopping done with ease."  This app is considered to be a "digital hybrid", connecting the in-store and online experiences.  It also may incentivize some to actually go through their Macy's catologues in search of images to scan rather than simply tossing the catolgue in the recycle bin.

Macy's "Star Gifts" also has in-store navigation exclusive to its Herald Square store which in addition to helping users navigate the store provides restaurant menus and daily event calendars.  Last year, Macy's launched a Herald Square-specific app, titled "Believe-o-Magic".  This app also ties together the in-store and online worlds, but in this case, it is more of a fun app for kids rather than a direct purchase facilitator.  According the the iTunes store description, the Believe-o-Magic, "will let you pose for holiday photos with Virginia and her friends in full animation [via augmented reality]. Then, you can use these pictures to create festive, customized holiday cards..."

Article: http://www.brandchannel.com/home/post/2013/11/07/Macys-Digital-App-110713.aspx