Macy’s Explores New In-Store Experiential Marketing – The Buyer’s Journey 39

Macy’s is expanding its in-store offerings to make them more experiential. Will these changes help fight against the Amazon effect? We discuss!

The Purchase Stage: A Refresher

The purchase stage of The Buyer’s Journey is easiest to explain. To simply put it, the Purchase Stage is when your customer purchases your product or service. But just because this is the center of the stage doesn’t mean it’s the only thing that matters. For example: how is a customer purchasing your product? What does your product’s packaging look like? If you offer a service, what does the online portal look like? On what device? These are all things that matter during the purchase stage. 

Experience a Story

Macy’s is hoping some fun and flavor can help fight against the Amazon effect. STORY at Macy’s is launching in 36 stores across 15 states, and aims to give customers the taste of a pop-up shop boutique within a big box store.

“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 press release. “We’re excited about the potential for STORY and are happy to be launching Color STORY in 36 stores today.”

A Decorated Wall Featured In Macy's Story Boutiques

STORY will have a rotation set of themes every few months. The STORY boutique’s will feature a “signature blend of unique collaborations, narrative-driven merchandising and dynamic event programming.” The first theme is color, showcasing a myriad of products fitting the theme.

A showcase of a few of the products available at Macy's STORY boutiques

STORY founder and CEO, Rachel Shechtman, became Macy’s first brand experience officer following STORY’s acquisition by Macy’s. Shechtman spoke to Digiday, ensuring that their curation process for items didn’t change much following the acquisition.

The team thinks this is a really interest way to encourage consumers to come into a retail store. With exclusive products and visu

Check out our next episode where we’ll discuss a news article covering the Retention stage of The Buyer’s Journey.

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