Macy’s Focusing More on Mobile Marketing

Macy's Focusing More on Mobile MarketingMacy’s is making mobile marketing a higher priority.

That was an important revelation from an announcement this week, although the crux of the news was about a new initiative for the department store giant.

Macy’s has just confirmed that the first four pilot stores in Macy’s new off-price business, “one of the company’s key growth initiatives,” will open in fall 2015 in metro New York City.

To be called Macy’s Backstage, the four off-price stores will average about 30,000 square feet and offer a compelling assortment of women’s, men’s and children’s apparel, shoes, fashion accessories, housewares, home textiles, intimate apparel and jewelry. Each store also will include amenities, such as free WiFi and a suite of spacious fitting rooms. One location will test a café concept so customers can relax and refresh.

“Backstage is a new retail concept that the Macy’s team has built from scratch over the past six months. It will be an exciting shopping experience supported with compelling marketing, both traditional and mobile,” says Chief Innovation Officer Peter Sachse. “As with all of Macy’s innovations, we will test and learn to see what resonates most with customers so we can adjust before rolling out additional locations.”

We’re told that merchandise will include clearance goods from Macy’s stores, as well as special buys from well-recognized fashion brands.