Macy's (NYSE:M) has unveiled a new app that allows customers to snap photos of outfits they like, upload them, and have the same items or something similar made available immediately for purchase.
The app will be available on the Macy's website and was created by the Macy's Idea Lab in partnership with Cortexica, a company that specializes in mobile image recognition. The app was tested for three months before Macy's decided to roll it out in time for the holidays.
Macy's is the first major American retailer working with Cortexica, who is also partnering with German e-tailer Zalando.
Other American retailers embracing scan-and-snap apps include Lord & Taylor, which allows shoppers to buy from its catalogues after scanning an image, as well as Neiman Marcus.
The new app was first announced back in September as part of Macy's larger omnichannel strategy for the holiday season. Several of the tests and components included other mobile initiatives such as a mobile shopping app and mobile wallets for Macy's and Bloomingdale's customers.
Last holiday season, the department store launched a similar app, the Macy's Star Gifts app. The app offered a user-friendly "see-scan-shop" interface, using image recognition technology rather than needing to scan a QR or barcode.
*This story originally appeared in FierceRetailIT's sister publication, FierceRetail.
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