Macy’s Helps Customers Make Real Choices with Artificial Intelligence

Macy’s is piloting an innovative mobile tool to help customers use their mobile devices to engage one-on-with in store: “Macy’s On Call,” powered by IBM’s Watson AI will be rolling out to 10 test locations nationwide, including a Spanish language version.

Shoppers will be able to use the new tool to navigate to the products and services they’re looking for in each Macy’s store by simply asking questions like “Where are the women’s shoes?” The app will then direct them to where they want to go.

Macy’s Chief Growth Officer Peter Sachse says “This program, in partnership with Satisfi and leveraging the power of IBM Watson, will help us explore new ways to engage one-on-one with customers in-store, providing them another level of service right at their fingertips.”

Accessed via, the pilot of “Macy’s On Call” answers store navigation details provided by department, brand and product category, as well as provides insight into the unique in-store services available at each test location – from My Stylist@Macy’s personal shoppers to Buy Online, Pickup in Store counters, and store facilities, including restrooms.

At all 10 test locations customers are encouraged to visit on their mobile browser to engage with the in-store companion. The first phase of “Macy’s On Call” recently launched and is expected to run through late fall of 2016.

“Macy’s On Call” pilot stores are:

  • Macy’s Montgomery – Bethesda, MD
  • Macy’s Woodbridge Center – Woodbridge, NJ
  • Macy’s Clackamas Town Center – Portland, OR
  • Macy’s Santa Anita – Arcadia, CA
  • Macy’s Miami International – Miami
  • Macy’s Short Hills – Short Hills, NJ
  • Macy’s Mall of Georgia – Buford, GA
  • Macy’s Lenox Square – Atlanta
  • Macy’s Aventura – North Miami
  • Macy’s Roosevelt Field – Garden City, NY


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