Connecting customers to Macy’s Personal Stylists
Challenge
Introduce a way for customers to connect with Personal Stylists through the app to help them get inspired, save time shopping, and build a more meaningful relationship with Macy’s.
Why solve it
Help customers effortlessly find the right items.
Customers who were currently using the service in-store spent nearly 3x more and generated nearly $200M in annualized sales.
How it was done
As the sole designer, I gathered data from customers and stylists, mapped out a plan for our MVP, sketched/ideated with cross-functional teams, designed and tested repeatedly until we found a solution that worked best for everyone involved.
“Truly virtual stylist collaboration is something our stylists and customers have been asking from us for years.”
— Mercedes Roling | Director, Macy’s Store Customer Experience
What’s next
Within a month after its release, the in-app Personal Stylist pilot had become the most successful app in-store launch to date, generating more revenue in its first month than any other previously launched app in-store MVP. The pilot featured just 11 of the 290+ available stylists nationwide.
Annualized sales figures estimate an additional $47M in revenue upon increasing the scale of the feature.
“I liked that she had pulled more than 10 outfits for me to try. She picked many items that I would never have tried - and they worked! It was like shopping with a friend, who is a pro!”
— Applause survey participant
