Macy's (M) Is Using AI to Help You Shop
Artificial intelligence (AI) may still sound like a foreign, other-worldly term, but don't dismiss it too quickly: It could be the future of shopping.
At least, that's the aim of Macy's (M) latest initiative, Macy's On Call. The retailer is partnering with intelligent engagement platform Satisfi and leveraging International Business Machines Corp.'s (IBM) Watson to improve customers' shopping experience.
Customers can find the technology on his or her mobile browser at macys.com/storehelp and can request information, like "Where are the ladies shoes?" or search for a particular product, The program will adjust itself accordingly as it gets to know each store, as shown in its popular searches category, according to a news release.
Macy's On Call is currently being tested in 10 U.S. stores in Maryland, New Jersey, Oregon, California, Florida, Georgia and New York.
This first testing phase is anticipated to last through late fall.
"This program, in partnership with Satisfi and leveraging the power of IBM Watson, will help us explore new ways to engage one-on-one with customers in-store, providing them another level of service right at their fingertips," Peter Sachse, Macy's chief growth officer, says.
As e-commerce continues to plague dominant brick-and-mortar retailers like Macy's, it's these types of initiatives and ensuing interactions that ideally will encourage traffic to physical stores.
With this pilot and other steps it's taking to improve, don't count the retailer out just yet. "I've invested in Macy's because I feel it will be a long-term survivor," Eugene Fram, professor emeritus of marketing at the Rochester Institute of Technology's Saunders College of Business, told U.S. News in June. "It has already taken steps to move to lower price levels, retain its 'sales' format, close unproductive stores, and provide higher-styled private brands."
Macy's stock was up 0.4 percent Wednesday morning.
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