The success of its online sales is inspiring Macy's Chief Executive Terry Lundgren to make some changes to the in-store shopping experience, according to a story from Reuters. He hopes to make customers feel as comfortable and ready to buy in the store as they do online.

Some ideas include in-store kiosks that allows customers to see reviews and pay on the spot. Another idea is an electronic concierge in the cosmetics section to recommend skin care products.

A few Macy's locations are already testing Beauty Spot kiosks with more appearing in other locations in the coming years, Lundgren said. The retailer is also working on an "Endless Aisle" platform that could feature on the mobile device specific products available not just in that store but across all locations.

Lundgren told Reuters that he expects Macy's online sales to reach $2 billion this year, after rising 40 percent last year. To deliver online products more quickly, 292 of Macy's more than 800 stores will also serve as distribution centers by the end of the year. Currently only 23 Macy's stores also serve as distribution centers.

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