Exterior of a Macy’s store in Vernon Hills, Illinois. Credit: SchuminWeb.

US-based retail chain Macy’s has selected Marxent’s virtual reality (VR) solutions across 70 of its stores in the US.

The retailer aims to enable customers to discover products using a VR furniture experience. The pilot programme will allow it to showcase a wider range of furniture in smaller stores.

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Macy’s president Hal Lawton said: “Macy’s is constantly looking for ways to bring excitement and fresh experiences to our customers. Through the Macy’s VR furniture experience, we are giving our customers a new way to visualise a large selection of furniture products.

“Customers design their living space and, using a VR headset, immerse themselves in the virtual rooms they create. VR is a practical application proven to drive sales and a terrific example of combining technology and the human touch.”

“VR is a practical application proven to drive sales and a terrific example of combining technology and the human touch.”

Macy’s and Marxent also expect to release its VR services to 20 more locations by January 2019.

In addition, Macy’s is planning to introduce augmented reality (AR) furniture experience See Your Space IRL, which is designed to enable customers to visualise its furniture products in their own homes.

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Customers can access the See Your Space IRL service on Macy’s iOS mobile app. The retailer will introduce the service in 2019.

Marxent’s co-founder and CEO Beck Besecker said: “With Macy’s VR furniture experience, customers can take a 2D floorplan and transition it to 3D in real time.

“Macy’s VR for furniture is an easy-to-use application and consumers have a huge selection to choose from. The technology decreases return rates and VR gives customers a real omnichannel experience.”