Macy’s At Mall Adds Tech Features, Expands Offerings - SanTan Sun News SanTan Sun News

Macy’s At Mall Adds Tech Features, Expands Offerings

November 2nd, 2018 SanTan Sun News
Macy’s At Mall Adds Tech Features, Expands Offerings

By Colleen Sparks

Managing Editor

The Macy’s store in Chandler Fashion Center is using high-tech tools and rolling out the red carpet with new customer service choices to entice customers to come into the building rather than just shop online.

That Macy’s is one of 50 stores around the country included in the 2018 Growth50 Initiative, in which the company has invested over $200 million to boost the customer experience and create “a more productive, vibrant” shopping spot.

“We couldn’t be prouder that Chandler was chosen,” Kim Singleton, vice-president and store manager for Macy’s Chandler said. “It really shows how important this community is to us. It’s been very exciting to get all these technology and visible upgrades throughout the building.”

Among the new technological features at Macy’s is the scan & pay system. Customers can download an app into their phone, then use it to scan merchandise and pay for it. It converts a phone into a scanner and a camera can be used to scan bar codes so the customers can buy the item.

Then the shopper just needs to bring their purchased items to a check-out register in the store to get security tags removed, get receipts and obtain shopping bags.

“It’s really about making shopping easier,” Singleton said.

Macy’s Inc. in August had reported a 1.1 percent decrease in net sales for the second quarter, from $5.6 billion to $5.5 billion. Department stores have struggled in recent years as they face competition from online retailers.

Another way shoppers can tap into technology at the Chandler Macy’s is with a virtual reality tool in the furniture department.

Clients can put on goggles, plug into a device and see how Macy’s furniture would fit their homes as the tool lets them set up the dimensions of their rooms.

“You feel like you’re in your living room with your new sofa and chair,” Singleton said. “You can point to a corner of the room, push a button and it teleports you to that spot. You can really see what that room looks like from all angles. It really allows them to visualize what is that furniture going to look like in my room?”

Macy’s Chandler also has the new Customize IT feature, where customers can buy furniture in a variety of fabrics and colors. It gives them more choices in leathers and other different textures of fabric to fit their lifestyles.

The local Macy’s store and other ones involved in the upgrades also are trying to make life easier for customers with the new At Your Service dedicated area designated for seamless online pick-ups and returns.

Customers can order items online and pick them up inside the store and also deal with returns and get help with gift cards and store card questions at the At Your Service area.

A rug department has also been added. Customers can view the different styles of area rugs and choose the size and colors they want.

The Chandler Macy’s expanded its furniture department on the second floor in August by 6,800 square feet, so now it is about 17,000 square feet.

The choices in shoes and clothes have also been expanded at the Chandler Macy’s and other Growth50 stores around the country.

Children’s shoes have been added at the stores and some of the brands include Nautica, Michael Kors, Circus by Sam Edelman and Kenneth Cole Reaction.

Several other brands have also been added to the Chandler Macy’s and other Growth50 Macy’s businesses, including BCBG Generation, Adidas original and Puma and Champion in active, and several skin treatment lines.

Clothing shoppers also can get more help and guidance through the free MyStylist complimentary personal shopping service.

“It’s the one-on-one service,” Singleton said. “It’s style, it’s advice, service in a great atmosphere. She does all the work for you. It really maximizes your shopping time.”

People can book an appointment with the MyStylist online or just call the store. New style advisors also help customers get clothes in different sizes in the store, as well.

Shoppers in the Macy’s in Chandler Fashion Center and the other revamped stores around the country will notice many physical challenges to the brick-and-mortar structures and different decorative elements.

The Chandler store has retrofitted more than 2,400 fluorescent lighting fixtures to LED lights, which save more than 600,000 kilowatt hours of electricity a year.

The business also has installed over 9,000 square yards of carpet, put in 4,000 square feet of hard floor, painted half of the store, spruced up all fitting rooms, remodeled the restrooms and made other upgrades.

A Starbucks store has been added to Growth50 stores.

“The customer has always been very important to Macy’s,” Macy’s spokeswoman Joy Deinla said. “It’s just now an investment in enhancing an experience, enhancing the magic.”

The goal is to serve customers whether they like to shop online or in the store.

“I think it’s really changed the whole customer experience within the store,” Singleton said. “They’re excited. They definitely see and feel the changes. The colleagues are excited. People are definitely noticing. It’s exciting.”