^ We used the wasted real estate of the signature pad to sign customers up for loyalty accounts and credit cards. Our loyal customers are worth 3x as much to us, and QR codes were an innovative way to incentivize customers to do it on their own phones for security and shorter lines. I had to accomplish a lot in a little space, including how to use QR codes.
^ Users can feel overwhelmed if there are too many products that sidetrack them from why they were shopping Macy’s in the first place. Our business goal is to provide recommendations at the right place, right time, for the right customers. Year to date, through our various experiments, we’ve increased the sales penetration of recommendation panels/designs on the site from 16.7% to 19.1%. User engagement continues to grow steadily at a similar rate, so we continue to experiment with designs and algorithm tweaks. The benefit of Product Recommendations as a whole is on track to its $108M target.
^ AFTER: Macy's Self Checkout is much simpler now, with one goal per screen. After greatly improved testing, it's rolled out to 70 stores.
^ AFTER: The new review is lighter and more elegant. The language is natural and charming. And the completion rate is much higher.
^ BEFORE: Reviews are worth a lot of money to Macy's because they increase conversion rate. But our old reviews had a high abandonment rate. They were clunky, with bizarre sliders and irrelevant questions.