GroundBreakers of Brick-and-Mortar: A Storytelling Retail Model at Macy's

Nicole Genchur
Director of Marketing Research & Insights, GroundTruth

What are they doing?

In April, Macy’s announced that it opened up experiential retail concept stores curated by ‘STORY’ within 36 of its stores nationwide. The news came a year after the retailer acquired the brand and made its founder Brand Experience Officer.

How does it work?

Macy’s described its new acquisition like this: “STORY is a cohesive storytelling retail model that takes the point of view of a magazine, changes like a gallery, and sells things like a store. Every four to eight weeks, the space reinvents itself—from the design of the store to the merchandise—with the goal of highlighting a new theme. STORY has a heightened focus on experience, engagement and collaboration/brand partnerships.”