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Macy's Magic Fitting Room brings digital commerce to life
Oct '10
LBi, the world's largest independent digital marketing and technology agency has relaunched, revamped, and reinvented its Social Retailing platform. In partnership with Macy's and located at Macy's flagship store at Herald Square in New York City, the state-of-the-art experience bridges the customer's experience in-store with their connected world, allowing them to shop the future through a full digital commerce experience.

Macy's Magic Fitting Room features a large-scale mirror with multi-touch technology that interacts with a multi-touch tablet and lets customers browse, shop and "try-on" the latest must-have items virtually, with the magic of style at the user's fingertips. Flip through the hottest tops, dresses, bottoms and coats from some of Macy's top designers and once complete you can send the whole experience to your Facebook page, SMS, or email, and shop all the looks in the store itself.

Part of the "Find Your Magic" campaign, the Magic Fitting Room helps harness the power of the magical Macy's brand while revealing the future of retail in a one-of-a-kind installation.

"As the role of retail changes and the lines between physical and digital continue to blur, agencies are tasked with providing innovative solutions that help marketers enhance the customer experience," said Christopher Enright, Chief Innovation Officer of LBi. "Working with a foundation we invented in 2007 and folding in new technologies and functions that consumers have come to expect, we created just that, a complete digital commerce experience that brings together brick and mortar and digital, showcasing the best of each."

The installation debuted on Friday, September 10th for Fashion's Night Out and since then thousands of people have emailed, texted or posted their experience to Facebook.

"We couldn't be happier with the Magic Fitting Room," said Joe Feczko, Senior Vice President, Innovation, Macy's Marketing. "Reaching out to and engaging with the digital savvy, young consumer is something all retailers are striving to do. The Magic Fitting Room marries together our goals as a marketer and consumer's expectations perfectly."

The Fitting Room, located on the first floor between the main escalators, will remain at the flagship store until November.


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