Macy’s VR shopping experience powered by Dayton-area firm

Retailer Macy’s will be expanding the use of technology from a Kettering virtual reality (VR) firm this upcoming holiday season.

The department store chain will offer “virtual reality headsets, to make shopping easier and, it hopes, to drive sales,” CNBC reported Monday.

Beck Besecker, Marxent chief executive, shared the story on his LinkedIn page Monday.

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In March this year, Macy’s Inc. announced a partnership with Marxent.

At the time, Macy’s said its new virtual reality in-store furniture design experience, powered by Marxent’s 3D Cloud and VR software, eases concerns over how new furniture fits as customers test out potential purchases virtually.

The program was to be piloted at three locations including Macy’s flagship store in New York City, and at Macy’s stores in Paramus, N.J., and Dadeland, Fla.

In addition, the furniture VR technology will be scaled to an additional 60 locations nationwide by fall of 2018, covering Macy’s largest furniture departments, Macy’s also said.

In a message Tuesday morning, Besecker said this will be Macy’s “full release” of the technology.

“The sales and return results are pretty compelling,” he said. 

Closer to home, Marxent last month acknowledged plans to move its administrative offices from the Miami Valley Research Park in Kettering to Austin Landing in Miami Twp.

Austin Landing management firm VisCap Development applied for a permit for renovation and other commercial work for Marxent Labs, records show.

Austin Landing is a $200 million mixed-used commercial development on the north side of Austin Boulevard, just east of the Interstate 75-Austin exit.