Macy’s updates to its mobile app are geared to appeal to shoppers when they’re on the go or visiting its department stores. At the Shoptalk conference this week in Las Vegas, Jill Ramsey, chief digital officer at Macy’s, said two-thirds of online traffic and half of digital sales come from mobile devices, making its app users its “most loyal customer,” per Adweek.
AR try-on tools, which also will be available as in-store beauty displays in select stores, have become a popular way for cosmetics brands to market products to mobile customers. Macy’s obviously prefers that those customers shop from its app and stores rather than a rival like Sephora or Ulta Beauty, and getting in on AR try-ons could help land sales. E-commerce has become critical for traditional retailers like Macy’s.