Learn about how Macy’s innovative small store format expansion is satisfying tactile and social cravings in an increasingly virtual world. And, explore why we’re hopeful for its success amidst an evolving retail landscape.
A holiday toy catalog from Amazon arrived in my mailbox today. Despite being 52 years old, I found myself unable to simply throw it in the recycling bin. Instead, I opened it. It brought me right back to my childhood, eagerly awaiting the arrival of the Sears or Service Merchandise catalogs, so I could look through the toy sections and start my holiday wish list. How fascinating that simply opening the mail can evoke such powerful nostalgia.
A while back we started playing records during dinner. The record player and the collection belong to my children, who I have (slightly) ridiculed in the past for participating in these “retro” trends. Why spend nearly $50 (I said retro trend not retro price) to develop a disposable camera when you carry an instant camera in your pocket everyday?
These retro trinkets, including a suitcase record player and a collection of vintage and contemporary records, started filling our home almost a decade ago. It seems totally illogical in an age where virtually every song ever created is on our phones. Yet, akin to the toy catalog, there’s a profound, near-tangible sensation that arises when the needle touches the vinyl, and the familiar crackle precedes the first track. It’s a sound that transcends time.
This attraction to the tangible, to something you can hold, feel, and hear, is innately human. Digital experiences, while convenient and efficient, lack that tactile satisfaction. This is not to say that virtual experiences are bad. They play a significant role in our lives. However, they don’t wholly satisfy our sensory cravings.
This is why I am rooting for Macy’s strategic expansion into small store formats. There’s a unique allure to physically visiting a store, handling the merchandise, trying on clothes, and leaving with your purchase. This experience is starkly different from receiving a package, trying on items alone, and making a solitary trip to the post office for returns. A physical store, bustling with shoppers and filled with products, satisfies our social and tactile needs. In an increasingly virtual world, this tangible interaction is a welcome relief.
Macy’s has been successful with their initial roll-out. Although it won’t rejuvenate the mall business, I am hopeful that it will be a key piece of the puzzle for Macy’s to emerge as an omnichannel leader in the new department store paradigm. The small format store allows Macy’s to establish a community presence, which could potentially boost their online business. Furthermore, it mirrors Walmart’s strategy of leveraging their numerous stores to enhance online fulfillment. If Macy’s can navigate the impending challenges, the ability to use these small-store formats to reduce last-mile delivery costs could be a transformative move. For my own nostalgic reasons, I sincerely hope it succeeds.