- Macy’s is taking a cue from Instagram-friendly phenomenons just like the Museum of Ice Cream and Rosé Mansion with a brand new pop-up idea designed to extend foot site visitors.
- The shop, known as Story, includes a curated number of merchandise based mostly on rotating themes. The primary is Colour Story, and contains rooms of whimsical and monochromatic gadgets.
- We visited Story at Macy’s well-known Herald Sq. location in New York Metropolis to see how the division retailer is utilizing experiential retail to assist drive gross sales.
- Go to Enterprise Insider’s homepage for extra tales.
On a latest afternoon at Macy’s, a younger girl visiting the Story pop-up struck a sultry pose in entrance of varied shows — beams draped in fuzzy purple velvet, a pile of colourful inside tubes — as her procuring accomplice snapped pictures, presumably for her to put up on Instagram later.
Although the shop was buzzing with individuals, only a few appeared to really think about buying the gadgets on show as they browsed, as a substitute taking pictures alongside the best way. For Macy’s, this was all a part of the plan: Because the division retailer appears to capitalize on the period of Instagrammable pop-up experiences in an effort to reclaim misplaced foot site visitors, rising gross sales present it could simply be working.
In Could, the division retailer reported stronger-than-expected efficiency for the primary quarter of 2019, with same-store gross sales growing by zero.7%. The uptick was attributed to a wide range of elements — together with ongoing retailer renovations and e-commerce development from Macy’s cellular app customers. Nonetheless, one other attainable catalyst stands out as the launch of Story, a “narrative-driven retail expertise” that debuted in 36 areas in April.
Taking a cue from the success of social media phenomenons just like the Museum of Ice Cream and Rosé Mansion, Macy’s noticed a possibility to construct its personal Instagram-friendly expertise with the assistance of Story, the New York Metropolis-based boutique it acquired in 2018. Led by Rachel Shectman — the founding father of Story and now its model expertise officer for Macy’s — the pop-up chooses themes after which curates a rotating number of merchandise that match the subject each few months.
Learn extra: Macy’s same-store gross sales high expectations
The primary iteration of Story is “Colour Story” and options greater than 400 merchandise from a large assortment of manufacturers, starting from main title manufacturers like MAC Cosmetics, Levi’s, and Crayola, to lesser identified indie retailers.
This is an inside take a look at how Macy’s is trying to experiential retail to remain afloat and carve a distinct segment amongst its division retailer friends.
SEE ALSO: Macy’s is including a retail idea with a rotating theme to its shops
The New York Metropolis Story is positioned throughout the well-known Macy’s Herald Sq. location, finest often called host of the Macy’s Thanksgiving Parade and the setting of “Miracle on 34th Road.”
Story is located on the mezzanine stage of the nine-story Macy’s constructing. As we handed a dizzying variety of beauty counters, we lastly discovered an escalator main instantly as much as the pop-up.
However first, we took a stroll via Story’s neon rainbow tunnel, positioned subsequent to the escalator. It is an ideal Instagram spot, and the primary place Macy’s encourages you to tag @Story in posts, together with the hashtag #StoryatMacys.
The GE-powered rainbow tunnel makes use of Tetra Contour, a customizable LED system.
Up we go…
Proper while you stroll in, there is a vibrant signal welcoming consumers to the shop.
There’s additionally a information to the store, defined utilizing “chapters” with titles like “Paint The City Purple” and “Orange You Glad You Got here.”
Even the color-block carpet was specifically designed for Story by Flor, a customized tile and space rug firm.
“Look down and put together to be floored,” reads one in every of a number of “Hue Ought to Know” informational indicators posted all through the shop. We see what you probably did there.
First, we visited the purple room.
Not like the carnal pleasures of the notorious Fifty Shades of Gray purple room, this included an eclectic combine of stylish scarlet-hued gadgets like headphones, cleaning soap, candles, notebooks, and gummy bears.
In true ROYGBV trend, the orange room was positioned adjoining to purple. This included the same mixture of whimsical house items and knickknacks.
Ditto the yellow room.
The inexperienced room was crammed with tons of avocado-themed gadgets, an apparent play for millennial consumers.
Have you ever heard the one about how how millennials aren’t shopping for properties as a result of they’re spending all their cash on avocado toast?
In between the monochromatic rooms, we discovered interactive areas like this one, the place consumers can customise wallets and purses with their initials.
Behind the pockets station there was a wall of customization inspiration, together with different goodies obtainable for buy.
For the sweetness buffs, Story has a bit devoted to personalized MAC shade palettes, the place consumers can select their favourite shades and emblazon them with pictures and emojis.
On our method to the blue and violet rooms, we discovered the mesmerizing Story Wall, designed by David Stark Design + Manufacturing to appear to be the favored youngsters’s toy Lite-Brite.
Buyers can transfer lights round to spell out customized messages.
Within the blue room, we discovered much more whimsy.
The purple space included gadgets like crystals and an accompanying guide “The Crystal Companion.”
There was a lot neon lighting.
However Story’s not only for millennial and Gen Z consumers. There’s additionally a bit for teenagers.
The youngsters space is loaded with Crayola crayons and colourful picnic tables the place they will draw and play.
Nonetheless, there have been no kiddos to be seen on a latest Thursday afternoon.
There’s even a wall show made solely of inexperienced crayons.
After we noticed the entire shade rooms, we labored our means across the perimeter to search out the exit.
However wait, there’s extra. The New York Metropolis Story has a bit devoted to — you guessed it — New York-themed paraphernalia.
Then we found there is a lounge space the place you should buy cotton sweet.
The cotton sweet is available in distinctive flavors like key lime and banana.
You possibly can even play a spherical of ping-pong if it fits your fancy.
Finally, Story was a visible playground, ripe for vibrant Instagram backdrops.
We left feeling barely overstimulated and empty-handed, however in any other case loved our go to.