No sellers: Macy's moves to customer self-service
'29.05.2017'
Source: New retail
Macy's, one of the largest and oldest retail chains in the US, has confirmed the upcoming global changes in the customer service system, reports New retail.
The department store develops a self-service system in shoe departments all over the country, that is, customers will select the goods themselves, without the help of a sales assistant.
This model copies the working principle of successful retail stores of discount prices, such as TJ Maxx и Nordstrom Rack.
“Customer service was once what distinguished Macy's from other stores. But now many customers do not want this level of service when shopping, ”explained Karen Hoget, Chief Financial Officer. Macy's.
“A lot of people just say, 'Leave me alone. Let me get the shoes I want and move on, ”Hoget added at a conference in March.
At the beginning of the year Macy's started testing the self-service option in some stores. Hoget said these shoe divisions posted double-digit sales growth that was "well above the footwear sales of the rest of the stores."
Macy's also added discount stores with reduced prices for goods.
Discount store concept Backstage very similar to Nordstrom Rack. He sells brands Macy's up to 80% discount.
Macy's also created a department in stores called Last act. It collects discounted products.
In the company's 26 stores there is a section Backstage, and this year it is planned to add it to other 19 stores.
Analysts cautioned that Backstage can absorb all brand sales Macy's. But company executives said it was not, according to their internal data.
Macy's hopes that the launch of the concept of reduced prices in retail outlets will give an advantage over competitors.
At the same time, the company understands that the traditional model of the hypermarket is collapsing, so you need to transform into a store at a discount in order to remain a competitive firm.
