CHICAGO – Macy’s recently announced in a news release that Macy’s Lakeside Shopping Center location is one of 100 stores included in its 2019 Growth150 initiative.
In 2018, fifty stores across the country received additional capital to enhance the customer experience and create a more vibrant and productive shopping destination as part of the Growth50 initiative. In line with its strategy to test, iterate and scale these new ideas, Macy’s expanded these improvements to 100 additional stores this year.
The Growth100 stores feature an elevated environment, expanded and curated merchandise assortments as well as improved customer service through added colleague positions and new technology. Improvements were based on customer feedback and the successful Growth50 initiatives.
“The performance of the Growth 50 stores has given us the confidence to expand the strategy to 100 more stores this year. Beyond our capital investment, the customer will see an increase in colleague support, advancement in omnichannel technology and more curated merchandise, tailored to their store location,” said John Harper, chief stores officer at Macy’s. “We are excited to continue to bring new, exciting and fresh experiences to these stores.”
Physical upgrades in Growth100 stores include the addition of new LED lighting and updated flooring as well as renovated fitting rooms and restrooms. Additionally, certain departments have been relocated to improve space productivity and better suit customer traffic.
Product distortions were completed to increase breadth and depth of the assortment appealing to the customer demographic unique to each store. Macy’s Lakeside has expanded its DKNY selection as well as its plus size offerings in women’s dresses. Macy’s Hotel Collection has been expanded for additional home offerings as well as a fine jewelry expansion. Men’s and women’s activewear now offers merchandise from Champion.
The Growth100 stores have added or expanded furniture and mattress departments, and select Growth100 stores have also added Backstage, Macy’s off-price concept.
Macy’s Lakeside welcomed Backstage in April 2019, offering fashion-loving customers another way to shop by providing a store-within-store shopping experience featuring designer deals on fabulous finds, all at 20 to 80 percent off comparable department store prices. Macy’s has successfully expanded its off-price business, Macy’s Backstage, to more than 200 new locations within Macy’s stores.
Macy’s is also continuing to invest in enhanced customer service. The Growth100 stores have expanded store hours and increased staffing levels, including style advisor positions to assist in high-traffic departments and fitting rooms; and an Intimate Apparel Ambassador. Customer-focused services available include At Your Service, a dedicated location for seamless online pick-ups and returns, and Mobile Checkout, a feature on Macy’s mobile app that allows customers to quickly process their own purchases with ease.
Additionally, customers can book a style consultation with Macy’s Personal Stylist, a complimentary personal shopping service pairing customers with a dedicated lifestyle expert to support all aspects of the Macy’s shopping experience, including fashion and home merchandise; gifts for friends and family; and any wedding gift and registry needs. The Macy’s Personal Stylist service takes customer service to the next level by offering a curated experience, tailored to each customer’s personal style, budget and need. Personal stylists can also help customers select personalized gifts for friends and family for any occasion, including weddings and bridal parties.
Elements of experiential shopping can be found throughout these stores, from reimagined Beauty departments that encourage inspiration and discovery to furniture virtual reality, where customers can visualize the exact dimensions of their space and furniture, alleviating concerns around fit. The company has also made technological enhancements to several non-customer facing features, including RFID that will enable colleagues to offer customers a better in-store shopping experience and FSS (Full Service Shopping) technology in shoes, cutting customer wait-time in half.
Macy’s Lakeside has expanded its furniture and mattress departments with virtual reality and a “Customize It Shop,” where customers have the opportunity to “Mix and Match” to customize the fabric and color of the selected furniture before they purchase. The virtual reality experience helps shoppers make a more informed decision by virtually design their living space to see how Macy’s furnishings may look in their homes.