July 12, 2001, 12:00 AM

Macys.com gets a major relaunch

The new site offers eight designer boutiques, My Macy’s Closet, wish lists, shopping comparison and improved customer service.

 

Federated Direct of New York, the direct-to-customer subsidiary of Federated Department Stores Inc., has re-launched the macys.com web site.

The completely redesigned site offers customers access to an expanded collection of designer boutiques, and a selection of new integrated shopping tools that the company says make it easier to select and accessorize apparel, compare products and give gifts. Based on extensive customer research and feedback, macys.com also has broadened its online customer service options and company information sections. The site also offers a quick registration process so customers can personalize various aspects of the site and receive information via e-mail on in-store and online events and offers.

``Our customers visit macys.com for the brands they know and trust. The site`s expanded shopping tools provide dramatic new ways for customers to manage and enrich their shopping experience and make informed choices, much like they do in-store,`` said Jeffrey Sherman, chairman and CEO of Federated Direct. ``With the improvements we have made to macys.com, our customers can enjoy even greater access to the best of Macy`s online, whether they are choosing the perfect gift or purchasing items from their favorite premium brand.``

``Federated Direct is committed to growing its Internet business as part of Federated`s overall multichannel retail strategy,`` said Dawn Robertson, president of Federated Direct. ``The relaunch of macys.com is one example of how we continue to build, strengthen, and embrace the retail opportunities the Internet enables. Federated is poised to maximize the online channel as we evaluate and continue strategic investments, vendor partnerships and technological advancements.``

Macys.com will feature eight co-branded online boutiques that include Polo Ralph Lauren, Calvin Klein, DKNY, Tommy Hilfiger, Liz Claiborne, Kenneth Cole, Jones New York and Lancome.

The redesigned macys.com site introduces three shopping features that assist customers in selecting apparel and coordinating accessories, communicating online gift ideas and comparing similar products by price or feature. All of these tools are integrated to expand overall functionality, ease of use and improved navigation, the company reports:

--My Macy`s Closet is an outfit generator that allows customers to mix and match apparel and accessories to create outfits and clothing ensembles. As customers browse macys.com, they can click on a product and add the item to their personalized My Macy`s Closet, which is available after registration. Once in My Macy`s Closet, users can drag images of products from the closet`s ``rack``, which holds up to 100 items, to a virtual fitting room.

Beside each image are three icons: 1) add to shopping bag, 2) add to Wish List or 3) view product description. As customers combine clothing items with various accessories, the closet keeps a running total of all products in the fitting room, tabulating the cost of selected items. Customers can also save ``views`` of outfits and return to them later, or add the entire outfit to their shopping bag in one click. My Macy`s Closet uses advanced dynamic inventory management to ensure that the tool presents only in-stock items.

--Macys.com customers can now create electronic wish lists to manage and share online gift ideas. Lists can be sent via e-mail to family and friends. Users can create, save and send multiple wish lists.

--A new comparison-shopping tool allows a shopper to select items and view a side-by-side comparison of related and comparable items with one mouse click. The comparison-shopping tool is also integrated with the macys.com search functionality, enabling customers to create a side-by-side comparison of items selected from their keyword search results.

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