Macy’s Rebrands Personal Shopping Service to Fit Customers’ Individual Tastes, Needs

Ever wish you had a trusted advisor to help you discover your best look, the perfect gift or the latest accent for your home? You’re not alone.

Last year, Macy’s By Appointment (MBA), our personal shopping service, posted impressive fashion sales, and now we are ready to underscore Macy’s as the premier destination for all personal shopping and styling services. This August, MBA will re-launch in all stores as My Stylist @ Macy’s, focused on helping our customers prepare for all of life’s special moments.

“We conducted a survey of customers about Macy’s By Appointment, and many were unaware that we offered a personal shopping service,” said Susan Bertelsen, GVP/Gift Registry and Macy’s By Appointment. “They also were misled by the name, thinking they could only use the service by making an appointment. Our personal shoppers are really stylists and this became the impetus behind the re-launch.”

My Stylist @ Macy’s will move from behind closed doors into a new space open to the sales floor and will include a luxury fitting room and a lounge area with a table and chairs for consultations. A style bar will feature a customer-facing kiosk, as well as a touchscreen tablet to enable scanning of our entire inventory for the perfect item in a preferred size or color.

An omnichannel marketing campaign beginning this summer will highlight Macy’s fun, fashionable and friendly approach to helping customers tackle many style scenarios. Elements include print ads with a distinctive seasonal color palette, and an online presence with a revamped booking tool and a series of video and rich media (ads and programs that interact instantly with our customers).

This fresh approach will prove especially engaging to our Millennial customers who routinely employ a “do your homework online and test drive in-store” approach to shopping. For example, a customer could send My Stylist @ Macy’s a Pinterest board of favorite looks and colors and come into the store to find her board brought to life in a fitting room.

“We’re balancing what’s new with what has been traditionally successful and will remain,” added Bertelsen. “This represents a cultural change as we take this from being a task to a tool. Our associates are so much more than clerks on the floor – now they are curators of the entire store.”

Tags: Macy's Stores