Macy's Star Gifts App Allows Customers to Scan and Shop

Macy's (NYSE:M) is enlisting visual recognition technology to help customers research desired merchandise with the launch of its new Macy's Star Gifts app. The app offers a user-friendly "see-scan-shop" interface, which Macy's hopes will help shoppers with gift-giving ideas and simplify shopping this holiday season.

Customers using the app can scan a photo in a catalog, magazine ad or an outdoor billboard, for example, and get product information, tips and similar items available for purchase at Macy's. Users can also scan specific Macy's gift advertising found in public spaces such as digital billboards, bus shelters, windowscapes and magazines, and additional catalogs to find enhanced information on select items. Rather than scan a QR or barcode, the image recognition technology simply recognizes the item itself and delivers product information to the app.

"Visual recognition technology is the next evolution of our mobile strategy, leveraging Macy's omnichannel capabilities to be everywhere our customers are in order to enhance their shopping experiences on the go," said Martine Reardon, Macy's chief marketing officer, in a statement.

The app is free on iTunes and Google Play and was developed in partnership with digital media developer NantMobile.

For more see:
-This Macy's press release

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