While traditional retailers continue to struggle in their fight with Amazon, they're starting to turn their attention to the best possible customer experience. Macy's is turning to mobile checkout options and virtual reality in an effort to get more people to shop with the them (via VentureBeat).
In order to start the experience, the company is using its own store app (of course) and aims to make it easier to get people out to the mall. The VR experience will be used for designing a room's look with furniture and furnishings.
To use the in-store mobile checkout, you will have to be on the Macy's WiFi network. When you're on the network, you will be able to scan your items with your phone's camera. Before you walk out, you'll have to go to a special station near the door to verify your purchases with a company employee, but everything sounds like a seamless experience.
Macy's said that “most” of its merchandise will be available in the experience, but unfortunately, it won't apply to “leased departments” or experience jewelry. Through the use of VR tools, you will be able to see the rough layout and design of your room with a provided tablet. Once that's set in place, you can place virtual sofas and other furniture around your room before going into the VR helmet to see how everything “feels” in your space.
Next month, an update will begin rolling out for its mobile app, which will allow you to see how furniture looks in your room. Testing for the mobile check-out is rolling out right now and will be wrapping up by the end of the year. For the VR program, there's a pilot program running in Manhattan, New Jersey and Florida right now, and 60 more stores will get the experience by the fall.