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Macy’s Using Visual Recognition Technology to Woo Buyers

Mobile customers this holiday season can see it, scan it, shop it at Macy’s (NYSE:M) with retail brand’s integration of NantMobile’s iD visual recognition technology.

The new Macy’s Star Gifts app, powered by iD, empowers mobile shoppers to leverage visual recognition technology to purchase items from Macy’s Star Gifts assortment while on the go.

Whether they scan it from a catalog, magazine ad or even from an outdoor billboard, Macy’s will deliver mobile access to product information, gift-giving assistance and more.

Macy’s Star Gifts app, available for free on iTunes and Google Play, will be used to deliver content that will help in the creation of holiday gift lists.

From product videos to gift ideas and holiday gift-giving advice from lifestyle expert Clinton Kelly, the content will vary across product categories.

In addition, users will be able to shop directly from the app for the Macy’s Star Gift items of the season.

Consumers who download the Macy’s Star Gifts app will have their first opportunity to engage with the added virtual content with the launch of the Macy’s Star Gifts catalog in early November.

With the app open, shoppers will just need to point their device at any page in the catalog featuring a Star Gift and tap the screen to see the enhanced information.

For a limited time, through Nov. 17, 2013, shoppers can also scan the first page of the Star Gifts catalog to receive a $10 Macy’s mobile Gift Code to kick start their holiday gift shopping.

Throughout the holiday season, visual recognition technology will be available on Macy’s gift advertising found in public spaces such as subway stations, digital billboards, bus shelters, windowscapes and magazines, and additional catalogs.

This is claimed to be a first-of-its kind use of iD’s visual recognition technology to deliver a seamless experience across national catalogs, print and outdoor advertising.

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