Will more consumers listen now that Macy’s has a new STORY to tell?
When Macy’s acquired STORY, the experiential concept that changes its theme and layout every four to eight weeks, the goal was to bring the same merchandising magic and excitement into many of the department store’s locations. At the time, many were unsure if Macy’s management would let STORY be STORY, and if the concept would scale within the department store environment. The answer to both those questions is about to be answered.
Yesterday, Macy’s announced the launch of 36 STORY store-within-a-store concept shops in 15 states. Each shop will measure around 1,400 square feet and the initial “Color” theme will feature more than 400 carefully curated products from local, national and international brands such as Crayola, Levi’s Kids and MAC Cosmetics. STORY will change the theme of its shops “every few months,” according to Macy’s.
“The discovery-led, narrative experience of STORY gives new customers a fresh reason to visit our stores and gives the current Macy’s customer even more reason to come back again and again throughout the year,” said Jeff Gennette, Macy’s, Inc. chairman & chief executive officer, in a statement.
Rachel Schechtman, founder of STORY and Macy’s brand experience officer, called the launch of the concept inside the chain’s stores part of “a reimagined approach to cross-functional collaboration.”
She said STORY hired more than 270 managers as well as STORYtellers to participate in Macy’s new “Know + Tell” experiential training program to prepare for the launch of the concept. The program included a deep dive into what it takes to be successful in every part of the business, including building fixtures, engaging customers and event production. (Three-hundred events are planned for the Color launch.)
Ms. Shechtman and Macy’s brought in a variety of outside experts to create an unforgettable experience that customers will want to document for posterity.
“The STORY at Macy’s experience feels a lot like a real life version of scrolling through Instagram. You discover things you weren’t looking for but are inspired by all the fun finds — the second you see it, you need it,” said Ms. Shechtman. “We aspire to create that feeling with the breadth of the narrative-driven merchandise edit we are bringing to life with the launch of STORY.”
- Macy’s Launches STORY, The Narrative-Driven Retail Experience in 36 Stores Nationwide – Macy’s
- Macy’s latest acquisition is all about STORYtelling – RetailWire
DISCUSSION QUESTIONS: Do you see the STORY launch inside Macy’s as the start of something big for the chain? How will the success or failure of the STORY concept affect Macy’s approach to other parts of its business?