Inside Macy’s New Omnichannel Experiential Stores

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.”

In addition to narrowing the gap between in-store and online shopping, the new formant will also serve customers in areas where the local box has shuttered. “One objective for Market by Macy’s is to provide a physical engagement point for customers after we exit a mall-based department store,” explains Hodge. “This will allow Macy’s to maintain and protect market share and serve a loyal customer base in high quality and viable submarkets.”

Macy’s has already opened five Market by Macy’s stores in Dallas and Atlanta, located in power centers and lifestyle centers. “The power center Market by Macy’s concept is our go-forward concept, and I would encourage you to have a look at the link below to see how they turned out,” says Hodge. “We noticed very quickly that the power center locations generated more foot traffic and increased number of visits per customer than the other locations.”

Customers are already responding positively. Some of the early feedback includes the ease of navigating the stores. In these stores, we are seeing a largely female and diverse customer base,” says Hodge. “This new format is also bringing in new customers who are engaging with our curated under-40 brands and products.”