Macy’s brought together nearly 800 brand partners in New York City to discuss general industry trends, business highlights, strategic programs and brand innovations, and also update key growth initiatives.
In 2018, 50 Macy’s 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 Macy’s strategy to test, iterate and scale new ideas, these improvements were expanded to 100 additional stores in 2019.
These stores have an elevated environment and expanded and curated merchandise assortments. The locations also feature improved customer service through added colleague positions and new technology. Improvements were based on customer feedback and the successful Growth50 initiatives. Work in the next 100 stores is expected to be fully complete in fall 2019. The 150 stores comprise approximately 50% of Macy’s store sales. Macy’s plans to add additional locations in 2020.
Launched in 2018, Macy’s vendor direct fulfillment model offers customers an expanded product selection from brands Macy’s carries, as well as the addition of new brands and categories. The company continues to aggressively grow the SKUs and brands offered on macys.com and expects to reach its goal of adding 1 million vendor direct SKUs on macys.com in 2019.
In 2019, Macy’s expanded Backstage, the company’s off-price concept, to another 50 stores for a total of more than 200 locations across the country. The company also recently opened a dedicated Backstage distribution center in Columbus, OH, which operates on the Google Cloud platform to provide improved efficiency, speed and scale to support the continued growth of the off-price business. Macy’s expects to continue the expansion of Backstage across the country in 2020.
As part of ongoing initiatives to offer customers programs and services that will ease their shopping experience, earlier this month Macy’s relaunched its same-day delivery service available to shoppers in 30 markets nationwide. In celebration of the relaunch, the program will be offered for free for a limited time (a total of qualifying items must be $75 or more).
Macy’s will also partner with Zola, the one-stop site for wedding planning, to launch a wedding registry pilot partnership in November. More than 1,500 of Macy’s private brand and exclusive SKUs across textiles, tabletop and housewares will be added into Zola’s merchandise assortment. The technology Macy’s developed as part of this partnership will add functionality to the company’s systems to allow customers’ orders on Zola to be fulfilled by Macy’s.