2009 Christmas Virtual Prototype Store
In Fall 2009, we partnered with Macy’s to develop our
first virtual merchandising tour for the company.
With regard to our team’s work on the project, Michael
Schinelli, then Director of Communications for Macy’s,
Serge and Tiana were tremendously dedicated to the project
and collaborative with us. Using the unique software and
tools that they have created has allowed us to reach our
thousands of employees across the country and engage them
in dynamic and intuitive ways in support of our overall
campaign and sales strategy."
Director of Communications
The visuals for the tour were produced from within a prototype
store in Jersey City, N.J. We worked very closely with Macy’s
visual communications and merchandising departments to arrange
and photograph the facility, as well as develop the various
interactive tools and decide on placement of the downloadable
materials throughout the tour.
The virtual store layout was enriched with various advanced
multimedia elements, including scene close-ups, merchandising
directives, audio narration hot spots and storewide links
to downloadable gift lists.
Also, the animated navigation menu, in-scene area tags and
icon tags helped thousands of Macy’s employees better
explore the virtual store and its collective features.
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 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 50 percent of visitors
spent more than 20 minutes on the site, and the tour had
nearly 20,000 hits during its first two weeks of operation.