Macy’s Idea of A Millennial Wonderland
Macy's and Millennials: How Department Store are Embracing Tech to Target a Key Demographic
In an overhaul of traditional department-store environment, Macy’s newly-revamped basement in their flagship Herald Square location is a millennial paradise. Covering floor-to-ceiling with a mixture of every product category imaginable, Macy’s “One Below” space is attempting to directly cater to this key market demographic. Serving millennial wants from apparel to homegoods to technology, a one-stop shop effectively appeals the millennial consumer’s desire for interconnected marketing messages and tailored user experiences.
Many of the shops featured in One Below incorporate self-service and customization technology into the shopping process. For example, a Levi’s Jeans pop-up allows customers to “personalize their denim with embroidered designs” and receive the completed product in real-time. Others allow shoppers to create their own personal accessories using 3D printing technology, featuring both known brand parts and nameless, blank templates. Selfie and video walls encourage interactive participation in the retail environment and stimulate the millennial connectivity prowess.
While a direct departure from normal department-store settings, One Below is a clear display of brand responsiveness and recognition of the purchasing power the aging millennial population wields. Though this directly-targeted undertaking is by no means sustainable in locations throughout the country, and is largely supported by the sheer customer volume of Herald Square, One Below’s birth is an exciting indication for the future of brick-and-mortar retail spaces in a world of ever-changing consumer expectations.