Futuristic shopping: Retailers attempt to lure technology obsessed Gen-Y customers with sci-fi offerings
22:06 GMT, 19 April 2012
Macy's will soon be offering virtual mannequins, digital 'endless aisles', and in-store cloud computing in an effort to keep customers engaged – especially
Generation Y shoppers for whom cell phones, tablets and social media are the basis of day-to-day life.
The retailer is adopting cutting-edge technologies and continuing to move beyond the boundaries of a stores’ four walls, especially for 'Pinterest-obsessed' customers; which will possibly reshape everyday shopping experiences.
Young consumers are a key target for retailers across America, and Macy's is just one of many retailers attempting to address
the growing importance of omni-channel retailing – a seamless approach
to the consumer experience through all available shopping channels.
Virtual shopping: Macy's is one of many retailers partnering with the Google Wallet payment system that transforms cell phones into credit card sale systems
Speakers from company's such as Macy's and Wal-Mart addressed next-generation shoppers at a Global Retailing Conference in Arizona last week, reiterating their commitment to winning Gen-Y shoppers, reported WWD.
Terry J Lundgren, Macy’s president and CEO said: 'This will be the single-biggest purchasing group, bigger than the Baby Boomers.'
/04/19/article-2132276-12AD00CD000005DC-534_468x336.jpg” width=”468″ height=”336″ alt=”Future of retail: /04/19/article-2132276-12AD00DC000005DC-325_468x343.jpg” width=”468″ height=”343″ alt=”New-age browsing: Macy's will soon be offering virtual mannequins, digital 'endless aisles', and in-store cloud computing in an effort to keep Gen-Y customers engaged” class=”blkBorder” />
New-age browsing: Macy's will be offering virtual mannequins, digital 'endless aisles', and in-store cloud computing to target Gen-Y customers
He forecasted that by 2015, a majority of sales will be directly influenced by the digital technologies, 'whether they involve online research, comparison shopping on phones within stores or outright Web purchases,' said WWD.
However, Macy's also recognised the
importance of the more tried-and-true principals of retailing, by offering quality
products and appealing shopping environments.
The retailer also realises the power of nostalgia, for instance, the Macy’s Thanksgiving Day Parade which dates back to 1924 and remains significant today.
While it is essentially a three-hour commercial, Mr Lundgren said the parade is crucial, arguing it 'connects the dots to the community.'