Macy’s Holiday Popups Offer Shoppers AR Makeup Counters, Instagram Gift Carousels And More
The retailer is looking to personalization, shoppable virtual and physical popup experiences and social media integrations with the likes of Pinterest and Instagram to engage and assist holiday shoppers
The holiday season can be a great time for retailers to trial new technology. American department store giant Macy’s is doing so with a number of special experiences and popups over the coming months.
The first of these is a make-up counter powered by augmented reality. Rather than having to physically try out various products, which can be time-consuming and messy, customers can immediately trial different shades on their face virtually. The offer is made possible using virtual mirrors, currently available at 50 Macy’s stores in the U.S.
As for online offers, the store is launching Instant Gift Guide Carousels on Instagram for shoppers looking for gifting inspiration. Customers can answer a few questions about cost and recipient interests to receive tailored suggestions from the store. Debuting November 28, the carousel posts will focus on a particular friend or family member people typically shop for, feature a collection of gifts for customers to swipe through and end in a final, shoppable frame that lets customers click to buy.
Macy’s is also teaming up with Pinterest to create a virtual 360 Globe experience. Also launching on November 28, the activation offers shoppers the simulation of being inside a snow globe, and is filled with various hidden Macy’s gifts in colorful holiday decor. Shoppers can explore to get gifting ideas, and after their experience can shop the items they found or share the ones they like on a wish list.
As retailers continue to try out innovative and dynamic shopping experiences, Macy’s hopes to provide customers with personalized, interactive and online/offline-flexible ways to encounter its brand and products. The company intends for its trial of AR, social media-integrated and immersive activations to keep it at the forefront of retail today.