I think it's a great opportunity for retailers to provide a convenient service for the consumer. The clinic does need to have its own branded area and the quality of service needs to be top notch, this includes customer service and scheduling to manage appointments, walk-ins, etc. It would be very helpful to be affiliated with a healthcare system to establish confidence in the level and quality of care. The retailer should promote this service in the same frequency as their regular business. If they are going to offer this service, the consumer needs to see it as a brand.
Being a Wegman's fan, and so missing it here in Connecticut, I can attest to the fact the total experience is a welcoming and pleasing one. The Wegmans brand stays relevant with spot on merchandising and offering a connection with their customer that is so much more than a standard supermarket. I remember they had a menu magazine that would come out monthly with great recipes using their products. Other supermarkets are trying, but I just haven't seen many that can beat Weggo's!
They are growing and along with that comes challenges, especially in offering and keeping up the service that customers have loved during large system upgrades. It's not unusual to have troubles getting a new system in place as many of us have experienced, and at least RTR is being proactive now by trying to sort through these details instead of taking new orders/deliveries.
I think this is a great idea, and I applaud Macy's for doing it. I don't think it's just a way to get rental revenue, I think the purpose is to keep things fresh and fun for customers. It's a wonderful way for the Macy's brand to provide support to smaller brands that can't afford to do full shops for fixtures/marketing and staff. They do need to get the word out on this, to be sure consumers are aware of it and do other social events around the introduction of the new market brands as they are introduced. Like a kickoff party and marketing the heck out of it on Instagram, too. Hope this works out for Macy's and the brands involved!
I think these changes are a great for the brand. At least Dunkin' is trying to stay on top of the ever-changing market. I know personally, at least here in CT and the New England region, sometimes there isn't a choice other than Dunkin'. They are as abundant here as Starbucks are on the West Coast! So ... happy to see they are trying to move upmarket.
I have hope that Macy's is heading for a rebound! I think they are starting to take the right steps needed to make sure they can survive the changing retail environment. Making sure the store is staffed with helpful, engaging and trained personnel is key. Having events and making the shopping experience more personal is going to help. I haven't been in a lot of the Backstage locations, but I think with a bit more attention to the merchandising could help. It will certainly be a sad day if this iconic store is someday gone.