A new in-store strategy at Macy's is on prominent display at its Herald Square flagship in New York, where both The Market @ Macy's and b8ta concepts are placed just inside one of the entrances, at the intersection of 34th and 7th streets. Both installations came into being this year, the same year that Macy's acquired store concept Story, and invested in and partnered with b8ta.
The department store's most recent experiments sit alongside another shop-in-shop concept, a Samsung mini-store, and the three mark a departure from the usual in-store experience at Macy's. The move could be seen as a response to the perception that it has struggled to stand out from the pack in the past, resulting in shuttered stores and a turnaround that finally seems to be taking hold. . . . more