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Macy’s and IBM Watson Launch Mobile Shopping Tool

Macy’s just upgraded its in-store mobile technology.

The U.S. retailer on Wednesday announced “Macy’s On Call,” a mobile web tool that allows customers to access an AI-powered platform on their mobile devices.

With the help of Satisfi, an intelligent engagement platform, Macy’s tapped IBM Watson to provide a solution that will revamp customers’ in-store shopping experiences. The app will be piloted at 10 store locations nationwide, including Macy’s Miami International and Macy’s Short Hills in New Jersey.

“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,” Macy’s chief growth officer Peter Sachse said. “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.”

Macy’s On Call is accessible via a mobile browser and allows customers to ask questions about each store’s individual product assortment, facilities and services. On the app, customers receive customized responses to their inquiries about anything from where the shoe section is, to finding an I.N.C. blouse.

Due to the unique setup of each store and an increase in retail mobile platforms, Macy’s On Call was created to help customers get information while they shop. A popular search category is also included in the app, highlighting the most popular questions with easy clicking for responses. A Spanish language feature will also be part of the pilot, so Macy’s can provide services for its broader shopper demographic.

“The entire Satisfi team is delighted to be working with such an iconic brand as Macy’s to leverage the power of IBM Watson on this exciting project,” Satisfi’s chief revenue officer Don White said. “The combination of Satisfi’s location-based, intelligent engagement software, with the cognitive learning capabilities of IBM’s Watson, has helped us build a powerful and comprehensive tool to enhance the in-store shopping environment.”