MACY’S TESTS IBM’S ARTIFICIAL INTELLIGENCE TOOL TO IMPROVE SERVICE
Department store giant Macy’s has announced the pilot of “Macy’s On Call,” a mobile web tool that allows customers to interact with an AI-powered platform, via their mobile devices. “Macy’s On Call” taps IBM Watson, via intelligent engagement platform Satisfi, to deliver a first-of-its-kind solution that will enhance the customer in-store shopping experience at 10 test locations nationwide.
The mobile companion, accessed via a mobile browser, allows customers to input natural language questions regarding each participating store’s unique product assortment, services and facilities and receive a customized response to the inquiry. There are a number of ways that customers may request information. For example, a customer could type, “Where are the ladies shoes?” or type a combination of brand and product inquiry such as “INC dress,” and they will receive the relevant response and location of that product in the store.
Since each Macy’s store is different, and consumers increasingly prefer mobile platforms, “Macy’s On Call” is providing shoppers with a helpful tool to get information fast as they shop and navigate the store. The system will evolve as it learns more about each store’s customers. This is already evident in the popular searches category, which highlights the most asked questions, responses to which can be accessed at the click of the appropriate button.
Accessed via macys.com/storehelp, 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 myStylist personal shoppers to Buy Online, Pick Up in-store counters, and store facilities including restrooms. The engagement is conducted through a simple question and answer interface leveraging Watson’s Natural Language Classifier that is helping Macy’s learn more about the features and services that most resonate with shoppers. Additionally, at select locations, the interface is available for customers in Spanish, via Watson Language Translation, as Macy’s tests language capabilities, functionality and consumer interest in engagement via preferred languages.
Ten store locations were chosen representing a cross section of Macy’s store portfolio. Five of the locations serve as the base learning stores, with the Watson implementation deployed solely as a customer led self-serve initiative. 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.
“At Macy’s, we remain focused on identifying, testing and supporting new ideas and approaches that will help elevate service to our customers through technology. With an eye towards innovation, we are moving fast to test and scale up pilot programs that help enhance their experience with us,” said Peter Sachse, Macy’s Chief Growth Officer. “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.”
“Bringing Watson into a retail store setting presents an opportunity to engage with the consumer on a variety of levels. 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. “As more developers like Satisfi continue to build with the technology, we see Watson more frequently being delivered into the hands of consumers, and we’re looking forward to learning more from this pilot with Macy’s and Satisfi.”
At all 10 test locations customers are encouraged to visit macys.com/storehelp on their mobile browser to engage with the in-store companion. The first phase of Macy’s On Call is expected to run through late fall of 2016.
