Macy's announced an effort to strengthen its appeal to the Millennial customer with an expansion of its athletic apparel assortment — and it is using interactive kiosks to broaden its reach.
The retailer said that in order to enhance the customer experience across the country, omnichannel kiosk technology will be incorporated into the active wear initiative to allow customers to access specific brands from any store. The new technology adds another layer to Macy's omnichannel strategy, which focuses on enhancing the synergy between in-store and online channels, the news release said.
"Our customer insights show that our Millennial customers have significant crossover in shopping active where we have the assortment, so we believe that satisfying his and her total lifestyle must involve more fashion and function in our active offerings," said Jeff Gennette, Macy's chief merchandising officer. "We are working with the best brands in the category to bring our customers exciting merchandise that will serve their athletic interests in all endeavors — from the yoga studio to the weight room, to hiking and rock climbing."
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