Neiman Marcus reveals new online shopping feature has added myNM to the online shopping experience. The automated feature—located on the top-left corner of the homepage—helps personalize online shopping by mimicking the in-store shopping experience.

The new function edits down the website using data accumulated from a consumer's past shopping and browsing experience, reports Women's Wear Daily. As many as 15 widgets, including ones known as "new since your last visit," and "just for you," help direct the consumer for quicker, more efficient shopping.

While not every feature is groundbreaking, myNM goes beyond the norm by displaying top pins from and what items are trending on the site to help consumers with their decisions. In addition, the site has look books from preferred designers and editorial features.

"It was fully launched in mid-September so we are just really beginning to talk about it and market it to customers," Lindy Rawlinson, Neiman's senior VP of e-commerce told Women's Wear Daily. "Our goal is really to provide a highly personalized and engaging experience for customers online. There's one easy page where you can grab all of the different features. We certainly plan to continue to enhance and refine myNM."

Looking to the future, myNM may include information obtained from physical stores.

In an effort to expand the online customer experience, Neiman Marcus also recently enabled the new Visa Checkout payment option during the online checkout process. A simpler program, it allows Visa cardholders to create a single account that can be used across participating sites.

Online and mobile are becoming increasingly important channels for the department store chain. The company recently topped the 2015 Internet Retailer Mobile 500 study of retailers with the most-used apps.

For more:
-See this Women's Wear Daily article (subscription)

Related stories:
Neiman Marcus acquires
Neiman Marcus adds new app to mobile arsenal
U.S. Retailers admit they aren't tweaking store operations to meet omnichannel needs
EBay adds full-price Designer Collective
Mary-Kate and Ashley debut first flagship for The Row