Macy's Live Video Shopping
Bringing the best of real-world shopping to the digital world
Making an investment in the future of e-commerce
In 3 years, video will replace pictures and text descriptions as the dominant driver of e-commerce and digitally influenced sales."
Livestream Video Shopping enables brands, influencers, and Macy's personalities to host events where Customers can explore and purchase products all while getting real-time assistance in an immersive digital environment.
Macy’s livestream combines the interactive in-store moments that Customers enjoy while re-imagining a new way of shopping.
Influencers or notable personalities that fill the role of the Customer's favorite in-store colleague or personal shopper
A live chat with reviews, recommendations, and real-time feedback - analogous to shopping with family or trusted friends
A high-fidelity video format that allows customers to see how items may look on their body or how they might appear in their space
The end result is social shopping as entertainment!
BACKGROUND & CONTEXT
In the latter part of 2021, Macy's Live emerged as a dynamic initiative aimed at injecting interactivity and brand personality into the e-commerce journey. Featuring high-production-value, television-length episodes, the content is strategically rebroadcasted multiple times to ensure maximum reach and impact.
The videos offer a real-time showcase of products, enabling viewers to actively engage through live chat, ask questions, and foster a sense of community with fellow shoppers. A unique feature allows users to seamlessly view Product Detail Pages (PDPs) and add items to their carts while enjoying the show.
The on-air episodes are seamlessly integrated into the homepage through a live-widget, while past content is accessible via the Macy's Live sitelet. The MVP in-app experience was introduced in November 2022, providing users with a convenient and immersive way to engage with the platform.
We worked with an in-house Marketing group to develop a strategy and vision for this new platform. My team was responsible for the UX/UI design for responsive web and iOS / Android apps.
Live Video Shopping was launched on Bloomingdale's web/apps in 2023.