In Macy’s, Inc.’s latest example of its test, iterate and scale approach to innovation, the company is announcing details of the new technology initiatives highlighted by chairman and chief executive officer, Jeff Gennette, at the Shoptalk Conference.

Furniture is traditionally a high touch business, and the new Virtual Reality in-store furniture design experience, powered by 3D Cloud’s VR solution, is reducing customer worry over fit as they test out potential purchases virtually. Piloted at three locations including Macy’s flagship store in New York City, and at Macy’s stores in Paramus, NJ, and Dadeland, FL, the furniture VR technology will be scaled to an additional 60 locations nationwide by fall of 2018, covering Macy’s largest furniture departments.

Macy’s CEO Jeff Gannette delivers the keynote speech at Shoptalk 2018.

“Consumers today don’t just adopt technology, they absorb it at a tremendous pace, but they want it to be useful to their needs. Like a lot of brands, we’ve experimented with VR in a number of areas and we’re excited to have found a practical application that has proven to drive sales. In furniture, we are giving our customers a new tool that will allow them to virtually test out home furnishings, helping them make more informed decisions on these important purchases,” said Gennette.

Additionally, an Augmented Reality experience in furniture shopping, also powered by 3D Cloud, will be rolling out to the Macy’s app starting next month, allowing customers to virtually place Macy’s furniture products in their actual living spaces.

Read much more about Macy’s plans here.

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