LAS VEGAS — The chief executives of Macy’s (M) and Target (TGT) offered tacit rebuttals to Amazon (AMZN) Sunday night with their own tech-forward moves, following years of criticism that traditional retailers aren’t where they need to be in the age of online shopping. The nation’s largest department store company is also expanding its delivery and pick-up options, including its “buy online, pick up in store” and “buy online, ship to store” offerings.

Additionally, 60 Macy’s locations will have virtual reality furniture shopping experiences by the summer. “Furniture is a business we love,” said Gennette.

“It’s high margin. It’s a high-touch business for Macy’s.

We want to do this with as many stores as possible.” Early tests have offered up encouraging results.

The pilot rollout of Macy’s VR furniture experience reduced customer worry and “significantly increased” transaction size, he said. The offering also helps solve real estate concerns, allowing the store to offer its full line of home furnishings in smaller retail storefronts. Read more from…

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