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The Brief
Published: 29 Jun 2016

Macy’s Prototype: Edutainment, Wellness & Personalisation

Macy's Prototype Store

US department store Macy’s has remodelled a 240,000 sq ft, two-storey store in Columbus, Ohio, as a prototype for future upgrades to its top 150 stores. Based on incremental changes rather than radical reinvention, the concept aims to help reverse a consistent sales decline over the past five quarters.

Edutainment: Trading on edutainment – retail entertainment with an enriching educational spin – a prominently positioned first-floor events space hosts masterclasses run by beauty brands and well-known make-up artists.

Wellness: Tapping into the booming wellness sector – which is set for a $1tn turnover by 2017 (Euromonitor) – a new first-floor section dubbed Restore, Nourish and Strengthen includes activewear, yoga products, a juice bar and cookbooks. An expert in nutrition and sports science trains all sales staff and oversees the department.  

Merchandising Reboot: Central to the first floor is a runway showcasing key fashion trends on an army of mannequins, while home products are now grouped by the more lifestyle-centric cues of colour and type rather than brand. Men’s shirts are merchandised upright, negating the need to search through piles. Other additions include an optometrist, a card concession and a tuxedo shop.

Personalised Service: Central to the main floor, the My Stylist @ Macy’s personal shopping service gains greater prominence. Couples will also be able to design their own engagement rings in a fine jewellery area selling loose diamonds, adjacent to a jewellery viewing room. See also Rejuvenating Jewellery Retail and Luxury Product Customisation Boom.

See also Active Flagships: Tapping the Experiential Economy, Department Stores: Wellness Drives and Edutainment Retailing.  

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