Case Study :: Macy’s App In-Store Mode Optimization
To increase engagement with the Macy’s App in-store mode payment features, Scan & Pay and Macy’s Pay, we conducted a thorough analysis of the current in-store and online experience. We documented the customer journey, task flow, environmental factors, messaging design and placement, sales associate feedback and customer sentiment to synthesize findings and recommendations to remove the perceived barriers for the customer.
Existing signage that customer is confronted with upon entering the store.
Objective:
To understand the customer’s comprehension of the different in-store APP payment methods such as Macy’s Pay and Scan & Pay in order to increase engagement
In-Store Experience and App Messaging
When the customer enters the store they are faced with an array of messaging from sales promotions, app features, credit cards and buy online pickup in store information.
We interviewed customers and sales associates at a Macy’s in NJ to find out about the discoverability of the in-store app payment features in real-time.
Schematic showing where the different app messaging is placed throughout the store.
In-store walk-through
Customer and sales associates interviews
Observation: Cluttered, sign-heavy, messaging is not placed at point of the intention.
Customer perspective
Signs that relate to check out are placed on the product racks where the customer is focused on product finding.
There is very little distinction between promotional signage, app signage and product/brand signage creating an overwhelming visual experience with no hierarchy or grouping.
Customer Journey Map/ User Flow analysis
The customer is faced with a variety of messaging the minute they open the door. Each sign requires the customer to ask themselves:
Is this message useful?
Is this relevant to my needs right now?
Should I ignore or engage?
Multiply this by 20 times and it is clear why eventually customers might develop “sign blindness”.
App task analysis
If the customer chooses to learn more about the in-store payment features, they must activate the feature.
The in-store experience requires a time commitment not just
Recommendations
Featuring all 3 in-store app features in one place “educates” the customer on the distinctions.
Placing the signs in locations where the customer is likely to be ready to check out or just waiting to check out increases the chances of the sign being noticed. (Outside the dressing rooms is also a great opportunity).
Create a clear and succinct value proposition for each of the features so that the customer can scan and decide quickly which choice is right for them.