Three ways Macy’s has reduced friction for customers

eGifting

Macy’s recognized that there are frustrations inherent in gift giving, where customers can be deterred by questions such as size or preferred color. eGifting solves those problems by allowing customers to place an order, but putting the final decision in the hand of the recipient. The buyer places an order, then the recipient gets an email alert and can change the color, size and shipping method. They can even exchange the product for something completely different. eGifting went into production only 75 days after concept, half the time it used to take to launch similar initiatives.

zTailor

Going to a tailor takes time, and the need to have clothing altered often deterred purchases. Macy’s solved that problem earlier this year by forming a partnership with zTailo. Customers can now book a tailor online when making a purchase at the same price as an in-store tailor. The tailor comes to the customer’s home or office for the fitting, and within a week the item is delivered. Concept to production only took five months.

Gamification

Macy’s saw an opportunity to increase customer engagement, retention and loyalty with game theory. The Macy's Idea Lab team tried a completion bar on the profile page where the company wanted more customer information and a countdown timer where they needed fast decisions on whether the customer would “covert” from browsing to actually buying...

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