If You Shop at Macy's, Prepare for This "Exceptional Experience," Starting Now
The department store made this change for shoppers on Sept. 28.
Dating all the way back to 1858, Macy's has been a reliable destination for shoppers. It's somewhere your parents, your grandparents, and maybe even your great-grandparents went when they needed new clothes, appliances, or beauty products. The retail world has certainly had its ups and downs—particularly in light of the COVID-19 pandemic—but Macy's has toughed it out and remained a household name. Now, the company is looking to build on that reputation and create an "exceptional experience" for shoppers. Read on to find out what the department store is introducing, starting now.
Change has been ongoing at Macy's.
Like many other department stores, Macy's has made the effort to attract both new and existing customers. Just last week, the retailer announced that Kylie Cosmetics, founded by Kylie Jenner, would soon be available at select Macy's stores and online. On Oct. 1, a limited-edition Holiday Collection goes on sale, which includes cosmetics, gift sets, and ornaments.
Per the press release, the full collection from Jenner will be available in spring of next year. In winter 2022, additional Kylie Cosmetics "core products" are being brought to Macy's, including the Kylie Matte Lip Kit, the Kylie Matte liquid Lipstick, the Kylie High Gloss, and the Kylie Lip Shine Lacquer.
But that's not the only change that's headed your way ahead of the holiday season.
New brands and products are already available.
On Sept. 28, Macy's announced the launch of a digital marketplace on macys.com, now selling products from third parties and brand partners.
"Macy's new digital marketplace gives customers more ways to own their style, aligned to the experience and expectations they have of the brand," a press release from the retailer says. "The marketplace on macys.com will offer customers easy access to more than 20 product categories and 400 new brands that meet their diverse needs and will be seamlessly integrated into the product assortment of the e-commerce site this fall."
The launch includes additions to children's apparel, beauty, electronics, gifts, home, maternity, pets, as well as toys and video games. You'll recognize brand names such as L'Occitane and Mary Ruth's in the beauty department; LG, Samsung, Sony, and TCL in electronics; Everly Grey and Ingrid & Isabel in maternity; as well as Ettitude, Smeg, Sunday Citizen, and W&P in the home department.
Plans for the initiative were revealed last year.
First announced in Nov. 2021, Macy's addition is powered by marketplace technology company Miraki and customized by the retailer's digital, merchant, and technology teams.
"After a year of intense work creating an exceptional experience for customers and sellers, we are thrilled to launch a curated marketplace on macys.com, expanding our digital assortment to new categories, brands and products that our customers will love," Matt Baer, chief digital and customer officer at Macy's, Inc., said in the release.
On the platform, the retailer stated that customers will have a "cohesive and integrated Macy's digital experience," and when shopping online, a badge will signal that a certain product is going to be shipped by a third party. Shoppers will still be able to apply their Star Rewards loyalty benefits and take advantage of easy returns, Macy's confirmed.
Macy's isn't stopping there.
This move helps Macy's mitigate the risk of accumulating inventory and assists the retailer in understanding how different brands resonate with its customer base, Axios reported. As time goes on, the department store has plans to expand and scale the marketplace, adding more sellers and brands according to its product and fulfillment standards.
"We will continue to use the marketplace to test and customize our assortments based on customer demand," Josh Janos, vice president of marketplace for Macy's, Inc., said in the release.
Per the release, the marketplace is also intended to further emphasize Macy's goals of sustainability, diversity, equity, and inclusion. As such, 20 percent of the marketplace will be comprised of buyers and brands "from underrepresented enterprises."