Macy's 2010 Spring Virtual Merchandising, Prototype Store
In our second virtual tour for Macy’s stores, we sought
to provide users with same in-depth, virtual viewing experience
as our first tour as well as introduce some new features
for increased functionality.
Virtual merchandising tools, such as our tour for Macy’s,
aid store managers in maintaining a universal outlook and
charm in all of their stores throughout the country, and
they also serve as a valuable quality control instrument
for company headquarters.
In this season’s tour, we added an anonymous login
feature that allows managers to track tour visitors from
various regions across the country and receive valuable
feedback upon these visitors’ exit.
All of the content of the tour is based on XML feeds, and
our efficient update system allows users to make fast, easy
corrections to the tour in a matter of minutes.
Interactive maps were another valuable add-on to this tour,
and users reported the maps as very helpful in navigating
store levels within the virtual tour.
Each of the store levels in the tour has an instructional
narrative to accompany the visuals. If a user prefers not
to listen to the sound, the “View Narrative”
function will recall the text of the audio. “Volume,”
“Pause/Play” and “File Length” were
additional add-ons that increased the functionality of this
Various area-specific, downloadable materials are available
through the “Features Menu” along the bottom
of the screen for printout or in-store merchandising demos.
High-resolution zoom also accompanies all panoramic scenes
for superior image quality.
A tracking tool within the tour collects extensive feedback
on the number of visits, average time of stay and unique
individual feedback from users regarding usability, fun
and their overall rating of the tour. Based on feedback
provided by over 25 percent of visitors to this tour, the
average rating for each of the aforementioned categories
was an average of 4.75 out of 5. Over 70 percent of visitors
spent more than 20 minutes on the site, and the tour had
nearly 22,000 hits during its first month of operation.