Macy’s Rolling Out Story Narrative Retail Shops

Macy’s has a “Story” it is revealing in 36 of its department stores as the company tries its hand at narrative retailing.

The company recently acquired Story, a boutique retailer that changes its product assortment several times a year and restocked each time under a new theme that it narrates throughout the store. Color is the inaugural theme at the 36 Macy’s integrated Story shops, which are presented to consumers as curated selections of novel and giftable products.

Story at Macy’s shops average 1,500 square feet, with Herald Square serving as the flagship location. There, Story covers more than 7,500 square feet of continuous retail space on the main floor and mezzanine levels. The larger space showcases a broader range of partners and interactive experiences, including a giant interactive Lite-Brite experience produced by LiteZilla and an illuminated rainbow tunnel featuring colorful Tetra Contour technology from Current by GE.

Story shops will offer the Color theme through June 26. To pull the theme together, Macy’s is mounting more than 400 products, many from small businesses. Primary, an online kidswear brand, will make its national in-store debut at Story. In addition, MAC Cosmetics, Crayola and Levi’s Kids are participating in the Macy’s Story shop launch with events and integrated merchandise.

As it readied the launch, Macy’s hired more than 270 dedicated Story managers and employees, called Storytellers, who participated in a new Know + Tell training program that involves everything from building fixtures to customer engagement and event production.

“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 chairman and CEO. “We’re excited about the potential for Story and are happy to be launching Color Story in 36 stores today.”