In a recent Beyond the Boardroom, we followed CEO Jeff Gennette to Atlanta where we learned about Growth50, a game-changing initiative that establishes the roadmap for the future of our stores. These stores are receiving significant enhancements aimed to better align them to the needs of today’s customers, including upgrades to assortments, store layout and displays, technology, communication boards, and more. In this article, we’re highlighting one particularly exciting improvement that will benefit many Growth50 stores – an enhanced fitting room experience that includes features like new flooring, improved lighting, and fun spaces for “instagrammable” moments. Here’s a look at how these fitting rooms will make shopping at Macy’s stores brighter for our customers.
The new fitting rooms will be staffed with fashion-forward advisors who are specially trained to fulfill the needs of the customer while she tries on clothes. Advisors will help with everything from adding accessories or shoes that complete her look to simply being on-call to pull a different size – with the focus ensuring that trying on clothes at Macy’s is a seamless and enjoyable experience.
We’re also working on connecting our fitting room customers with our MyStylists to service all of their shopping needs, including receiving additional product recommendations and style advice. Fitting room advisors and MyStylists will share product features, trends, and store promotions to help our customers find the best items throughout the store.
Ready-to-Wear District Merchant Susan Whyte, MyStylist Xenia Castillo-Alvarez, and Sales Manager Akia Merritt recently met with the new fitting room selling team at Macy’s Aventura in Miami. During this training, they reviewed best-selling styles of dresses, how to match dresses with different body types and walked the floor going through each vendor to share product knowledge.
After completing this training, Fitting Room Advisor Marsha Levy eagerly hit the floor. On her first day, she was able to assist three customers in the purchases of eight different dresses that matched her customers’ personal style and body types. Marsha was able to take a photo with Jeff Gennette holding one of her “go-to” Lauren Ralph Lauren dresses.
Shopping at Macy’s is more than just a visit to a store – it’s an experience, and our stores colleagues are what bring that experience to life. The improvements we’re testing in our Growth50 stores are designed to better support our colleagues in creating those special moments for the customer. The future model of our fitting rooms is an exciting change on the horizon at Macy’s, but the approach these colleagues are taking to support the customer is something we can all learn from in our roles every day.
Check out the May episode of Beyond the Boardroom, where Jeff Gennette visited Macy’s in the Lenox Square Mall in Atlanta to hear about investments in key merchandising strategies, the expansion of Macy’s Backstage, improved installations, and more.