Macy’s Homes in on Tourist-Consumers
The New York flagship of US department store Macy's in Herald Square has opened an official co-branded NYC visitor information centre. It’s the first such partnership between a retailer and a city tourism agency.
By collaborating with NYC & Company (New York’s official marketing, tourism and partnership organisation), Macy’s is asserting its status as a wider tourism destination for six million annual consumer-travellers.
The store is also positioning itself at the forefront of a movement towards more hybridised modes of retailing (look out for Hybrid Retailing in our upcoming Future of the Store Industry Trend).
The new space is prominently located on a mezzanine level above beauty, the store’s busiest department. It has a manned concierge desk for attraction, theatre and restaurant bookings, alongside several self-service digital touch-screen kiosks, encouraging real-time exploration of areas of interest throughout New York’s five boroughs.
Incentivising shoppers further, touch-screen kiosks unlock savings passes for 10% off in-store purchases, for both overseas and domestic visitors.
NYC & Company has partnered with Google Maps to power the interactive kiosk maps and directions to help visitors to navigate the city.
Concierge services in hospitality or premium retail environments are far from new. But now a raised level of personal service is building momentum in other levels of the market, as explored in: Super Service in the Retail Sector.
VIP services entering the mainstream, and other developments in the department store sector, are also highlighted in Redefining the Department Store.