The future of e-commerce at Shoptalk
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Now that every retailer has a websitethis was not the case even a few years agobrands are tasked with improving the ecommerce experience to offer the most value to shoppers, and encourage repeat visits. At Shoptalk 2019, several brands, including Macy’s, Cosabella and the Bouqs Co., discussed the future of commerce with Ad Age.
Macy’s is taking its learnings from customer behavior online and using that to inform new fixtures and applications in brick-and-mortar. For example, Macy’s found that customers liked to shop online for fragrances by scent, but inside stores, the category is arranged by perfume brand. Macy’s recently entered a new partnership with Perch Interactive that will include fragrance finders in stores so consumers can browse by scent in person, as they do online. The company is doing something similar with skincare.
In addition, Macy’s is exploring new technology like augmented reality to give consumers even more choices. Now, shoppers can try on endless shades of lipstick through the retailer’s beauty app.
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