Macy’s idea for competing against internet retailers is to bring the online experience offline.
The company acquired the chain called Story a year ago and now is implementing the Instagram-inspired design in 36 of its stores. The layout will feature a rotating display and product selection every two months.
The mega-retailer also hopes to highlight exclusive merchandise, including a Crayola-branded Levi’s jacket for kids. Macy’s is partnering with major brands and dozens of local small-business owners for the promotion.
The campaign comes as legacy retailers struggle to regain their footing, given that many consumers have left traditional shopping experiences in favor of online convenience.
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,” CEO Jeff Gennette said.