American department store chain Macy’s is set to launch three initiatives to enhance customer in-store and mobile experiences.

The retailer is planning to launch augmented reality (AR) experience in beauty on the Macy’s app later this year. It has tested the AR experience with a few app users last year, which allowed customers to virtually trial around 20 lip products.

The company has also partnered with beauty technology firm Modiface to expand the enhancement to all Macy’s app users by allowing them to use more than 1,000 beauty products across major brands.

“Leveraging in-store displays, the retailer is also planning to offer the AR experience to customers at selected locations this year.”

Leveraging in-store displays, the retailer is also planning to offer the AR experience to customers at selected locations this year.

In addition, Macy’s is planning to partner with US-based retail technology firm Perch to provide a digitally driven, alternative fragrance shopping experience to enable customers to discover new scents.

The digital interface will display fragrance information automatically when a customer touches a fragrance. It will also suggest scents that match their preferences as well as allows them to trial it.

Furthermore, Macy’s is planning to introduce limited lifestyle and ready-to-wear products under its Story brand across 100 of its stores and on its website in May.

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Last year, the company partnered with Peanuts comic collection through its subsidiary Story to develop new products such as denim jackets, t-shirts, hoodies, hats, onesies, water bottles and skateboards.