Advertise with

Macy's announced the purchase of Story, a New York City retailer with a rotating selection of themed products.
Macy's announced the purchase of Story, a New York City retailer with a rotating selection of themed products.

Macy's set to reinvent experience with Story


By Jacqueline Renfrow - May 14th, 14:18

Macy's announced the purchase of Story, a New York City retailer with a rotating selection of themed products. The idea of a heightened in-store experience might be just what the traditional department store chain needs to breathe new life into the physical store. 

Taking on the role of storyteller, Story changes the gallery and the products it sells every few months, luring shoppers back for more.

“The Macy’s acquisition of Story is a solid step in the right direction for Macy’s," Gina Ashe, CEO of ThirdChannel, told FierceRetail. "It’s good to see retailers focusing on what it takes to drive engaging and educational experiences in store."

Ashe says that the key to success for both brands will be creating an immersive brand experience for the consumer.

"Retail execution needs to be flawless, and Macy’s is paving the way for the retailer and the brand to truly partner on this for the first time," she added.

One important aspect of a flawless integration of the two brands, plus an omnichannel experience for consumers, is the use of next-generation tech platform to find any critical issues and fix them. Ashe notes that 98% of Gen Z consumers prefer to shop in-store, and they are unforgiving when the experience disappoints.

"They expect a hands-on and innovative experience when they get there. Offering a positive in-store experience is so critical for retailers and brands, and they must get it right," she said.

Another benefit to the acquisition is Macy's new access to Story's well-trained sales associates, who are "experts at championing and creating exciting experiences around brands." This acquisition comes at a critical time after many brick-and-mortar stores have been cutting back on sales associates, impacting customer service. Macy's has already pledged to staff up to 50 stores.

"This acquisition is a huge win for Macy’s, and I look forward to seeing what’s ahead for the retail giant," Ashe added

Fierce Retail 

Read more about: story | retailer | retail | macys | cx

Related News

DARK Performance Apparel fills gap in fitness clothing market
20/08/2018 - 13:23
DARK Performance Apparel. Born out of Crossfit, this new functional training apparel fills an important gap in the fitness clothing market.

Google tipped to open first permanent retail store
20/08/2018 - 11:42
Google is understood to be planning to open its first permanent standalone retail store in the US to sell its growing range of products.

Technical goods revenues soar at SA malls, despite mall proliferation and rise of online shopping
20/08/2018 - 10:48
The launch of Midrand’s Mall of Africa in April 2016 has helped to lift average quarterly revenue from technical goods across major shopping malls in Midrand, Pretoria and Johannesburg by more than 50%. This indicates that South Africa’s richer and more densely populated urban areas have yet to hit saturation point for new shopping developments.

Walmart urges suppliers to look beyond China for sources of cosmetics
20/08/2018 - 08:46
Walmart has asked its cosmetics suppliers to consider sourcing their goods in countries outside of China, in one of the first signs that the world’s largest retailer hopes to dilute the impact of the Trump administration’s tariffs.

Checkers to launch new Ready to Chef meal kits
20/08/2018 - 08:26
In a first for supermarket retailing in South Africa, Checkers will be launching Ready to Chef meal kits.