Last week, Macy’s unveiled “One Below,” a space designed to court the digitally connected millennial shopper. Located in the basement level of its flagship store in New York’s Herald Square, the space boasts an array of brands that appeal to the generation and has technology as its focal point. It features an interactive touchscreen named “Instagram Wall,” showcasing photos tagged with #Macyslove, and a “Selfie Wall,” which allows shoppers to take a selfie with Macy’s branded images of NYC as backgrounds, in addition to a wearable-tech section, a 3-D printing area, and DIY stations with brands such as Fossil and Levi’s.
What Brands Need To Do
With the rise of ecommerce, brick-and-mortar retailers are facing increasing challenges from the digital stores. And with sales growth slowing down and its average customer age pushing 50, it seems like a logical move for Macy’s to aggressively go after the millennial shoppers with social sharing tools like Instagram Wall and DIY personalization experiences. For brands that own brick-and-mortar retail stores, now is time to embrace the in-store digital installations so as to provide young customers with a fresh, exciting shopping experience that they would love to return to.