Macy’s unveils range of digital holiday shopping features

Macy’s is expanding its digital offerings in time for the holiday shopping season.

The department store giant is offering a redesigned mobile app, live shopping, contactless payment and an extended 3D room planner in time for the holiday season. The Macy’s app, which allows customers to select products, browse stores, purchase and checkout, and manage rewards and account details, now allows users with location services to customize their location. seamlessly their shopping experience based on their local Macy’s store. This includes immediate access to price and store card verification features, as well as product availability, online purchase-in-store pickup (BOPIS) and curbside pickup.

When push notifications are enabled, customers will be notified via the redesigned app of the latest offers, product launches and app exclusives. The new app also features improved product filters, personalized recommendations, access to lists and favorites, and a new frictionless in-store return process. The revamped Macy’s app will launch on Friday, October 15 for iOS and Android devices.

The retailer is also rolling out Macy’s Live, a live shopping experience with weekly live shopping events. Customers will be able to interact with Macy’s hosts and stylists via chat, view featured products in more detail, get real-time reviews and recommendations, and shop for items interactively.

After broadcasts, each show will be archived for viewing and purchasing on demand. Available to view on, each show will have a focused theme including fall and holiday wear, footwear and accessories, beauty, gifts, toys, home products and other featured categories.

[Read more: Survey: Apparel shopping, livestreaming show promise post-pandemic]

Additionally, Macy’s is adding PayPal and Venmo as in-store contactless payment options. All Macy’s stores nationwide are now allowed to accept both of these contactless payment options. To pay at checkout, customers can open their PayPal or Venmo apps, select scan or view to pay to display a QR code that Macy’s sales colleagues will scan to complete the transaction.

Macy’s is also expanding its 3D room planning service, based on Marxent technology. The 3D Room Planner allows clients to virtually view their favorite furniture and home accessories in a bespoke room created to reflect their exact living space. The in-store 3D design service room can be initiated by any in-store customer by partnering with a specially trained furniture sales colleague, or at home via a virtual consultation.

Customers can also use a “View in my room” augmented reality (AR) feature available in the Macy’s app to virtually view and try over 13,000 home furnishing products through their mobile device. The “See Your Space IRL” Room Design Tool is available at over 400 Macy’s stores nationwide and online.

[Read more: Macy’s reduces return rates with help of virtual reality technology]

Other new shopping features at Macy’s include an online fragrance finder that provides an immersive viewing experience and allows customers to create a personal pool of fragrance recommendations based on their preferences and desired scent profiles; as well as an online one-stop-shop for sustainable development offering a range of products independently certified as being responsibly manufactured or packaged.

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