Macy's Story — a NYC-based concept store regularly changing its theme and inventory — is adding spaces to 36 Macy's locations:
The spaces will take up 1,500 square feet, on average. Bringing the concept to Macy's stores is a play to drive more consistent traffic with Story's experiential and rotating offerings."Story at Macy's" adds new products and experiences to the department store and could eventually be rolled out to all Macy's locations.
Story at Macy's immediately brings new products and events to 36 stores. For example, the first theme for Story at Macy's — each theme will last a"few months" — is"Color," which will run April 10 to June 26 and includes bright and colorful décor and 400 curated products ranging from apparel to gourmet chocolate bars from a number of different businesses and brands.
If Story proves successful at these stores, Macy's may expand it to all of its locations. The company's initial plan for Story is to"cover the bases, do a number that can result in processes that can scale, then reassess," Story founder and Macy's brand experience officer Rachel ShechtmanCNBC when asked about rolling Story out to Macy's nationwide.
Story at Macy's is the department store's latest effort to improve its in-store performance, and its focus on store associates may help it stand above the rest. Macy's has
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