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Bringing in innovation for its tech friendly mobile shoppers Macy’s, Inc. (M - Analyst Report) is set to integrate NantMobile’s iD visual recognition technology to launch a new app. The new app named Star Gifts will facilitate customers globally to use visual recognition and shop from Macy’s Star Gifts’ range of products.

With the app, users can simply scan gift advertisements available on magazines, catalogs, bus stands, billboards, subway stations, windowscapes etc and get assistance on product knowledge, gift ideas and a lot more. Shoppers can use the Star Gifts app for free on iTunes and Google Play and gain access to product videos, gift suggestions and related information.

The app users will get a first hand at the new visual content as the Star Gifts catalog will launch sometime during November beginning. To kick start the holiday shopping, customers can also scan first page of the catalog and get a $10 of Macy’s mobile Gift code, with conditions applied. This offer will only be valid until Nov 17, 2013.

This innovation is a significant development in the world of mobile technology, further enhancing Macy’s strong omnichannel capacities as it will add to its existing mobile methods including the stand-alone app, advertising partnerships, reward schemes, mobile support online stores on the company’s website.

The introduction of this virtual recognition will enable shoppers to shop at ease, without disturbing their holiday plans. With the strategic launch of this app and the stores being open on Thanksgiving, Macy’s seems to be geared up to augment its sales this holiday season, giving tough competition to its rivals like Amazon.com Inc. (AMZN - Analyst Report), J. C. Penney Company, Inc. (JCP - Analyst Report) and Wal-Mart Stores Inc. (WMT - Analyst Report).

This department store retailer carries a Zacks Rank #3 (Hold).

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