Bloomingdale's (NYSE:M) new 125,000-sq.-ft. Palo Alto, California, store opens this week, with a technology-boosted experience for shoppers. Along with the 68 designer shops, 100 new brands and an assortment of styles for women, men, children and home, the new store boasts a buy online, pickup in-store feature and same-day delivery for shoppers located within a 15-mile radius from the store.
Parent company Macy's rolled out a test of its in-store pick-up program to 500 Macy's stores and 36 Bloomingdale's stores last fall.
Strategically located in the country's technological hub, the new store's aesthetic combines Bloomingdale's classic roots with industrial elegance. The interior walls are French grey green and one-third of the building gets natural light.
"We were able to design a space that embodies Palo Alto's sleek and modern aesthetic utilizing advanced materials, local inspiration, and high-tech elements, all in keeping with the iconic Bloomingdale's appeal," said Jack Hruska, executive VP of creative services at Bloomingdale's.
The exterior structure is sleek white panels, radiating modernism and simplicity, combined with classic Bloomingdale's black and white decor.
Upon entering, shoppers are welcomed by black and white tiles and an interactive cosmetics department. A multi-vendor beauty activity area contains two glass-enclosed private makeover rooms. Jewelry hangs among a visual tribute to the local California Redwood Forest. Upstairs, floors two and three have expansive glass to let in natural light.
Technological highlights include smart fitting rooms with wall-mounted tablets offering customers the ability to look up product information, ratings, reviews, etc. Shoppers can tap a button and get sales assistance without ever leaving the room. And mirrors with touch-screen lighting options provide an optimal environment for trying on fashions. In addition, fitting room areas have communal tables with charging stations.
Also, the first fully mobile Bloomingdale's associates will carry mobile POS devices, freeing sales associates from being tethered to a register and enabling closer connections with customers. The devices enable employees to assist shoppers with everything from product information to transactions and gives them the ability to call, email and text with customers.
Shoppers can utilize bWallet, a digital wallet which provides a place to store special offers and reward cards to easily redeem in store or online.
-See this Bloomingdale's press release
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