Macy’s tests artificial intelligence tool to improve service

It’s now being piloted in 10 Macy’s stores across the United States.

The department store chain is using IBM Watson, via intelligent engagement platform Satisfi, to deliver what it terms a “first-of-its-kind solution that will enhance the customer in-store shopping experience”. The “Macy’s On Call” mobile first program uses Watson’s artificial intelligence to respond to consumer questions in real time from their mobile phones. “This particular use case takes Watson beyond helping consumers evaluate purchasing decisions, and influences another, equally important aspect of the in-store experience – ease of use in locating products, facilities and services”, said David Kenny, general manager of IBM Watson. That’s a key element as Macy’s seeks to spur sluggish sales, make being at the store more enjoyable and distinguish itself from online portals and specialty retailers. “With an eye towards innovation, we are moving fast to test and scale up pilot programs that assist enhance their experience with us”, said Peter Sachse, Macy’s Chief Growth Officer.

In 2014, Lowe’s began experimenting with OSHbots, which roam the store answering simple questions about product availability and location for customers, freeing human associates up to answer more in-depth queries. Macy’s then fed the system questions and information so it can recognize what’s being asked and what the answer is.

The ten participating stores are spread across the country, and the pilot program is scheduled to last until late fall. The other five locations have an additional feature that allows customers to request assistance through a face-to-face engagement with a Macy’s specialist associate. It’s delivered through location-based engagement software from IBM partner Satisfi, which accesses Watson from the cloud, and it works in both English and Spanish. Customers can click on macys.com/storehelp on their mobile device, but Potter said the company is working on an app. She declined to say when the tool might be rolled out nationwide. The mobile companion is a cognitive mobile web tool created to help shoppers as they navigate through Macy’s stores.

Macy’s is accelerating its efforts to reinvent its business as online leader Amazon.com is expected to surpass the department store in clothing sales next year.