Retail Innovation at its Very Best: Bloomingdale’s, Macy’s and Hudson Yards
By Steve Goldberg
It’s so exciting to see Retail Innovation continue to evolve and respect consumer’s natural desires to be entertained and immersed in true merchandising experience at the same time.
Over the past several weeks, we visited some of the most dynamic Retail Innovations launched in one of the most demanding retail markets on the planet: New York City.
Bloomingdale’s: has always been the “IT” store for fashion leadership combined with immersive, theatrical presentation. Bloomingdale’s has doubled down on that commitment. This month, for example, Bloomingdale’s launched a provocative array of Fashion Windows facing Lexington Avenue with a dramatic nod to Earth Day and Sustainability. Bloomingdales partnered with Windex, which has now committed to plastic bottles that are made of recycled ocean waste products. These presentations not only continue Bloomingdale’s tradition of breakthrough statements, but brilliantly align with multiple generations genuinely concerned about the health of the planet.
Inside, on the Main Floor, substantial space has been dedicated to the Carousel, a rotation of designer curated concepts that combine “high fashion” with accessible “pickup” accessory and gift products not found elsewhere in the store. And, yes, you can buy Windex in its new sustainable packaging here.
Elsewhere, Bloomingdale’s has opened aisles all over the store, refocused on beautiful, completely accessorized fashion “models”, provided areas to charge phones, even dramatic “photo spots” to encourage selfies. Exceptional attention is paid to every detail in the store, from associates guest greetings to the beautifully accessorized and appointed Tabletop and Top of the Bed presentations.
Yes, this is customer centric experience at its very best.
Story at Macy’s: We have always been fans of Story, and have watched this brilliant concept evolve into a true destination under the High Line. When Rachel Shectman announced that she was selling her business to Macy’s and that she was going to join the organization as the Chief Experience Officer, we knew that something important and big was destined to happen. This past week, we had the chance to see the first manifestation of Story at Macy’s. With an incredible, expansive “takeover” of the Mezzanine, this first edition of Story at Macy’s was all about COLOR. The merchandising and presentation did not disappoint, with an array of color saturated, curated merchandising concepts that take the Story concept to the Next Level. Equally impressive, every Sales Associate had clearly been trained in the “Story Telling” methodology that Rachel Shectman perfected. Macy’s is now rolling this concept out to its best 30+ stores. Another example of customer merchandising experience at its best!
Hudson Yards: is a work in progress. All the major retailers that you would expect are there, in their latest versions of their best selves. But, very importantly, is the range of emerging brands, and digital natives that have opened some extraordinary, exceptional stores. This is Prime Time, and they were largely ready for it. Examples include Forty Five Ten, M.Gemi, Mack Weldon, Milk & Honey Babies, Rhone, Rudsak, The Conservatory, and, of course, B8TA, where we loved the Qwerkywriter retro keyboard. Atelier Cologne and Muji have created exceptional personalization experiences with monogramming and embroidery stations. Brands like Dirty Lemon are testing “frictionless retail” through their “take now, pay later” honor system model at The Drug Store. Here, customers are encouraged to choose one of many health boosting flavors of bottled elixirs, send a text message as to which flavor was chosen, and be on their way; there are no cash registers in the store.
The number of “Instagramable” moments at Hudson Yards seem endless. Of course, the Vessel, has already become an iconic destination unto itself, well worth the visit. The public garden and park, outdoor observatory deck, and The Shed are other attractions that promise to impress and entertain visitors. The “graffiti” wall made of scrapable sequins seems to be a hit among people of all ages. The long line at Snark Park, an ever-changing art, design, and architecture installation and retail counter with a twist, told us it is also a must see.
The experience at Hudson Yards will continue to evolve as additional stores open, and office towers and residential buildings are completed. But, without question, this too, represents an exciting reinforcement that physical customer experience is here to stay.
