Macy's has rolled out a new a new small store format as part of its omnichannel platform. Market by Macy's, as the stores are called, will align with ecommerce shopping patterns, which include buy online, pick-up in store and buy online, ship to store.

"We are approaching Market by Macy's from an omnichannel lens, critically thinking about how our stores fit into our digitally led ecosystem. Market by Macy's stores serve as a convenient and curated touch point for the customer," Joe Hodge, senior director of real estate at Macy's, tells GlobeSt.com. "Market by Macy's stores are equipped with the full omnichannel experience including, a prominent front of store At Your Service counter to facilitate these transactions quickly, including accepting returns from macys.com and our existing full-line department stores."

Macy's will also leverage online marketing strategies to help drive potential customers to stores. This will happen through social media and other online campaigns. "Our omnichannel approach will also promote a seamless customer experience with expanded synergies between all channels," says Hodge. "We will be a part of each community we serve, providing a simplified shopping process. The ultimate goal is to acquire new customers to the Macy's brand while providing an alternative shopping experience for our existing customers."