Macy's unveils NantMobile iD visual recognition technology

The new Macy’s Star Gifts app, powered by iD, empowers mobile shoppers everywhere to leverage visual recognition technology to purchase items from Macy’s Star Gifts assortment while on the go. Whether they scan it from a catalog, magazine ad or even from an outdoor billboard, Macy’s will deliver mobile access to product information, gift-giving assistance and much more.

“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. “This new application of technology will assist us in delivering helpful and relevant content to mobile shoppers while at the same time providing them with the opportunity to get their holiday shopping done with ease.”

Augmenting its already robust mobile initiatives, Macy’s Star Gifts app, available for free on iTunes and Google Play, will be used to deliver content that will help inspire, entertain and assist in the creation and fine-tuning of holiday gift lists. From product videos to gift ideas and holiday gift-giving advice from lifestyle expert Clinton Kelly, the content will vary across product categories. In addition to this helpful information, users will be able to shop directly from the app for the must-have Macy’s Star Gift items of the season.

“Our next generation visual recognition technology will layer a virtual world of consumer engagement over the physical, creating millions of new consumer connections for Macy’s,” said Dr. Patrick Soon-Shiong, Founder and CEO of NantMobile. “Macy’s app marks a revolutionary initiative to offer consumers the full shopping experience, without having to disrupt hectic holiday schedules. Macy’s is at the forefront of a retail revolution. They recognize that for their consumers, this technology offers simplicity and convenience.”

Throughout the holiday season, visual recognition technology will be available on Macy’s gift advertising found in public spaces such as subway stations, digital billboards, bus shelters, windowscapes and magazines, and additional catalogs. This marks a first-of-its kind use of iD’s visual recognition technology to deliver a seamless experience across national catalogs, print and outdoor advertising.

The addition of iD technology is another complementary layer to Macy’s already-compelling mobile strategies including its stand-alone app, mobile-enhanced online store at macys.com, as well as numerous mobile rewards and advertising partnerships. With the addition of Macy’s Star Gifts apppowered by iD, Macy’s is once again at the forefront of mobile-enhanced shopping that will cater to the growing tech-savvy consumer segment, while simultaneously launching the next generation of express gifting on the go.

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