LBi Brings 'Fitting Room Magic' to Macy's

NEW YORK, Oct. 5 /PRNewswire/ -- LBi, the world's largest independent digital marketing and technology agency has relaunched, revamped, and reinvented its Social Retailing® platform. In partnership with Macy's and located at Macy's flagship store at Herald Square in New York City, the state-of-the-art experience bridges the customer's experience in-store with their connected world, allowing them to shop the future through a full digital commerce experience.

(Photo:  http://photos.prnewswire.com/prnh/20101005/NY75934 )

(Photo:  http://www.newscom.com/cgi-bin/prnh/20101005/NY75934 )

Macy's Magic Fitting Room features a large-scale mirror with multi-touch technology that interacts with a multi-touch tablet and lets customers browse, shop and "try-on" the latest must-have items virtually, with the magic of style at the user's fingertips. Flip through the hottest tops, dresses, bottoms and coats from some of Macy's top designers and once complete you can send the whole experience to your Facebook page, SMS, or email, and shop all the looks in the store itself.  

Part of the "Find Your Magic" campaign, the Magic Fitting Room helps harness the power of the magical Macy's brand while revealing the future of retail in a one-of-a-kind installation.

"As the role of retail changes and the lines between physical and digital continue to blur, agencies are tasked with providing innovative solutions that help marketers enhance the customer experience," said Christopher Enright, Chief Innovation Officer of LBi.  "Working with a foundation we invented in 2007 and folding in new technologies and functions that consumers have come to expect, we created just that, a complete digital commerce experience that brings together brick and mortar and digital, showcasing the best of each."

The installation debuted on Friday, September 10th for Fashion's Night Out and since then thousands of people have emailed, texted or posted their experience to Facebook.

"We couldn't be happier with the Magic Fitting Room," said Joe Feczko, Senior Vice President, Innovation, Macy's Marketing. "Reaching out to and engaging with the digital savvy, young consumer is something all retailers are striving to do. The Magic Fitting Room marries together our goals as a marketer and consumer's expectations perfectly."

The Fitting Room, located on the first floor between the main escalators, will remain at the flagship store until November.

About LBi

LBi is the world's largest independent marketing and technology agency, blending insight, creativity and expertise to solve business problems. The largest genuinely full service agency of its kind, LBi provides the full range of capabilities, including digital strategy, branded content, service design, media, CRM, technology, managed hosting and support services. LBi recently merged with Bigmouthmedia, the largest search engine marketing specialist in Europe. Combining LBi's best in class services with Bigmouthmedia's leading search engine marketing, LBi is now positioned to meet the growing customer demand for one agency to provide all of these services across geographies. The company now employs over 1,800 professionals located primarily in the major European, American and Asian business centers such as Amsterdam, Atlanta, Berlin, Brussels, London, Milan, Mumbai, New York, Paris and Stockholm. LBi is listed on NYSE Euronext in Amsterdam (symbol: LBI).

www.lbi.com/us

About Macy's

Macy's, the largest retail brand of Macy's, Inc., delivers fashion and affordable luxury to customers at more than 800 locations in 45 states, the District of Columbia, Puerto Rico and Guam. Macy's stores and macys.com offer distinctive assortments including the most desired family of exclusive and fashion brands for him, her and home. Macy's is known for such epic events as Macy's 4th of July Fireworks(R) and the Macy's Thanksgiving Day Parade(R), as well as spectacular fashion shows, culinary events, flower shows and celebrity appearances. Building on a 150-year tradition, Macy's helps strengthen communities by supporting local and national charities that make a difference in the lives of our customers.  

For Macy's media materials, images and contacts, please visit our online pressroom at www.macys.com/pressroom.    

Photos/Multimedia Gallery Available: http://www.businesswire.com/cgi-bin/mmg.cgi?eid=6418478&lang=en

SOURCE LBi