Macy's (NYSE:M) Backstage off-price format represents many things to the retailer—a way to compete with discount retailers and other department store outlets, a smaller format that frees Macy's from the mall—but it's also the retailer's most mobile retail effort to date.
Macy's opened three of its new formats on Sept. 3, all in the New York City market, and the stores are a great sneak peek of how Macy's is wooing millennials.
Younger shoppers are more inclined to shop off-price retailers and are definitely the market for these new mobile features.
The store will have mobile checkout options near the dressing room (Nordstrom has offered mobile checkout in some off-price Rack stores). Sales associates will have handheld devices and can travel throughout the store, according to Mobile Commerce Daily. There are also charging stations in the dressing rooms.
Macy's has been aggressive in using social media and Backstage is no exception. The retailer encourages shoppers to share pictures of their Backstage buys with the hashtag #MacysBackstage.
It's been difficult to make Macy's cool with younger shoppers, something management has openly acknowledged, but Backstage and its more mobile-friendly features could go a long way toward making that happen.
Macy's plans to open six Backstage stores in the New York market this fall. The locations will serve as a test for the concept.
-See this Forbes story
-See this PYMNTS article
-See this Mobile Commerce Daily story
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