Macy’s opened a second small format store in Texas last Friday. It is part of a new retail strategy that presents an edited assortment since stores are very small and require careful curation. Stores in this smaller format are usually in strip-centers that have easy parking access.
The new 20,000 square foot store is in West Bend in the Dallas-Fort Worth area. It is the second Market by Macy’s store in Texas; the first opened in Southlake, Texas. According to a Macy’s press release, the stores have an edited assortment of the brands and items available at full-line Macy’s stores, with a range of accessible prices.
It is an example of another move that stores like Macy’s are testing in order to get away from sprawling malls. Retail Dive says that Macy’s is joining department stores like Dillard’s, J.C.Penney, Kohl’s, and Belk who have all shifted toward adding units in strip centers. In this pandemic era, as shoppers try to avoid malls, stores must find ways to oblige.
According to reports, the stores will have full-service and self-checkouts as well as same-day Door Dash deliveries. In addition, there will be “buy-on line, pick-up in store” (BOPIS) service which avoids heavy customer or clerk contact for customers who know what they want. Macy associates will even put purchases in the back of your car.
Will an off-mall location be successful? Well, we watched…
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