Macy’s is enlisting the help of technology to enhance its omnichannel customer experience, the company said in a statement on Monday.

New features the retail giant is launching ahead of the holiday season include both virtual reality and augmented reality furniture and beauty experiences, and a partnership with Facebook.

In a statement, Macy’s said the company has made technological enhancements to several non-customer facing features, including the Beauty Playground training program.

Macy’s is partnering with Facebook, which will bring in nearly 150 e-commerce brands to The Market @ Macy’s across nine stores during the holiday season, says the company.  Each Market brings a rotating selection of offerings in apparel, accessories, beauty, etc.

Macy’s has developed virtual and augmented reality furniture shopping experiences in partnership with Marxent. By early November the company says it expects to have completed the launch of VR for Furniture in 69 Macy’s stores across the country.

Macy’s in-store virtual mirror technology digitally showcases more than 250 trend beauty products on an in-store kiosk for instant makeup try-ons. These virtual mirrors are currently available at approximately 50 stores nationwide. Macy’s is also testing a similar beauty feature on its mobile app, says the company.

Macy’s is testing hands free RFID data capture capabilities including robotics, fixed infrastructure and other mobile device solutions to enhance the data collection that will have a broad impact on the replenishment, ordering and quick product availability, says the company.

[Image courtesy: Macy’s]