Macy’s stores get more personal for the holidays

Marianne Wilson
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Macy’s stores are upping their customization offerings in time for holiday shoppers.

The department store giant has launched several new in-store features, including a “create your own” jewelry program. Shoppers can work with a Macy’s associate to choose gemstones, diamonds, metals, shapes, settings and more via in-store tablets.  

The options include engagement rings, wedding bands, necklaces, earrings, bracelets and charms. Once the design is complete, the  personalized piece will be delivered to the customer’s home or local store in seven days.

In addition, Macy’s has launched a fragrance bar with interactive screens that activate when shoppers pick  up a fragrance bottle, scent stick or simply touching it. From there, customers can learn all about the fragrance, including scent notes, information about the perfumer and customer reviews. Each product has a QR code enabled for product purchase, allowing customers to scan and pay through Macy’s mobile app, and pick up in-store.  

On the furniture front, Macy’s has rolled out its “See Your Space IRL”  technology to 140 stores nationwide. The technology allows  shoppers to virtually see each piece in their home through the in-store VR experience, with thousands of products to choose from, including new additions such as rugs, upholstery and lighting.   And starting mid-November, the 'Customize It' feature will  be available in a VR experience. Customers can choose from an assortment of different fabrics and colors to design a unique piece of furniture. Customers can also use their mobile device to visualize select furniture pieces in their space via augmented reality technology through Macy’s app and make a purchase from their phone.