Simply put, Macy’s is hoping to reinvigorate and increase foot traffic to its physical stores. Just last year, we reported on Macy’s strategic decision to add off-price shopping in-store through its Backstage concept in our retail foot traffic report. As we shared with RetailDive and Footwear News, Macy’s bucked the downward trend for department store foot traffic in Q2 of 2018 and increased their share of store visitors thanks to its shift to off-price.

Like Backstage, Macy’s needs to continue to incentivize customers into its stores by focusing on ‘Instagramable’ shopping experiences and new products that are frequently refreshed. This strategy comes at no surprise—experiential shopping experiences are certainly becoming more favorable for shoppers. According to GroundTruth’s Value of a Visit study, 41% of shoppers say “Experiences and Entertainment” make in-store shopping better.

Only time will tell if this innovative concept will be the solution Macy’s is looking for in order to increase foot traffic and sales, but the first few weekends look promising for the iconic retailer. Using location data, brands can better monitor which of their brick-and-mortar locations are performing best in terms of foot traffic, which can be especially useful when testing new in-store initiatives.