Redesigning the Brick and Mortar Shopping Experience with Growth50

​At Macy’s, our recipe for success is simple. It’s having healthy brick and mortar, robust e-commerce and a great mobile experience that ties it all together. As the core of our business, this starts with creating a more vibrant and productive shopping destination in our stores. That’s why we’re using our unmatched product knowledge, curated assortments, service innovation and enhanced technology to redesign the brick and mortar shopping experience like never before.

How We’re Getting It Done

We’re focusing on a representative sample of stores across the country with Growth50, a game-changing initiative focused on driving growth initially in 50 of our brick and mortar stores. The plan is big and bold, and its success depends on key actions: improving store customer experience, executing revenue generating actions, investing in staffing support, increasing our focus on talent, and implementing local tailored marketing and grassroots community outreach initiatives.

Our Growth50 stores have made several enhancements this year – like having more fashion and localized product, improving fixtures and facilities, expanding in-store technology, localizing marketing and community engagement, and adding food and beverage. And we’re not just investing in these 50 stores. Many of our major upgrades, including mobile checkout and At Your Service centers, are coming to almost every Macy’s door.

“Our customers are at the core of Macy’s Growth50 strategy,” said John Harper, Chief Stores Officer. “We are making the changes and updates that matter most to them, and it’s working. The stores look great, the merchandise is right, customers are engaged, and the teams are committed to win.”

See What We Have In Store

Our store leaders and media relations teams are conducting in-store media tours around the country with top local media to highlight some of the key updates:

Physical Upgrades

Physical upgrades in Growth50 stores include the addition of new lighting and flooring and renovated fitting rooms and restrooms. Additionally, certain departments have been relocated to improve space productivity that better suit customer traffic.

Product Distortions

Product distortions have been made to increase breadth and depth of the assortment, appealing to the customer demographic unique to each store.

New Offerings

Many of our Growth50 stores will now offer a food and beverage option for customers, such as Starbucks, Potbelly, Pinkberry, Macy’s Tastebar and more. Our Growth50 stores have added or expanded furniture and mattress departments, and select stores have also added Backstage, Macy’s on-mall, off-price concept.

Improved Customer Service

Macy’s has invested in enhancing customer service. Growth50 stores have increased staffing levels and expanded store hours. New services include My Stylist, a complimentary personal shopping service; At Your Service, a dedicated location for seamless online pick-ups and returns; and Scan and Pay, a feature on Macy’s mobile app that allows customers to quickly process their own purchases with ease.

Enhanced Customer Experience

Elements of experiential shopping can be found throughout these stores, from reimagined Beauty departments that encourage inspiration and discovery, to a virtual reality experience where customers can visualize the exact dimensions of their space and furniture, alleviating concerns around fit.


“The performance of these stores give us the confidence to take these learnings and continue to enhance the in-store shopping experience for our Macy’s customers nationwide,” John added. “In line with our commitment to test, iterate and scale new ideas, we will expand these improvements to more stores in 2019.”

A Fresh Look with Jeff Gennette

Watch Chairman and CEO Jeff Gennette highlight how we’re applying our Growth50 strategy to bring customers what they love about Macy’s, like great brands and new ways to shop and explore.

A Glance at Our In-store Events

Our stores hosted a shopping event for Star Rewards members to celebrate the one-year anniversary since we launched this loyalty program, coinciding with the Customer Celebration Sale from Oct. 17-21. Our stores created a special ambiance for our loyalty members, and presented promotional gift cards and activations in beauty to add excitement during the event.

In November, we also hosted Ultimate Shopping Events in all Growth50 doors, including live music, prize wheels, photo opportunities, and complimentary sips and treats. Some events had personalization stations, various gifts with purchase, and a loyalty activation where the first 50 cardholders to flash their Macy’s credit card at the event check-in received an exclusive, special-edition Macy’s Thanksgiving Day Parade® scarf. In total, approximately 6,000 customers nationwide attended these events.

In Case You Missed It

We highlighted 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. Take a look at how these fitting rooms will make shopping at Macy’s stores brighter for our customers.