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Macy’s CEO Jeff Gennette paid a visit to Recode’s Code Commerce event for a Q&A session with CNBC reporter Courtney Reagan. The lively discussion touched on many aspects of Macy’s transformation of their retail technology, including the new Virtual Reality shopping experience the company is rolling out nationwide.

“[Virtual Reality] gives us the option of bringing something like big ticket into any one of our brick and mortar stores,” Gennette explained to Reagan during the 35 minute Q&A. “Marxent is our technology provider that we’re working with on that, and they’ve been amazing partners. We started out at two stores and we’re going to be in 60 by the end of October.”

Watch the entire Q&A: