Loyalty360 Reads: July 25: Macy’s Launches New Small-Format Stores, Hilton’s First Global Brand Platform, and More

Macy’s Announces Small-Format, Off-Mall Stores
Macy’s announced the company will open four new off-mall, small-format stores this fall. The locations will include Market by Macy’s, a smaller store that offers a curated assortment of fashion trends, as well as the first-ever dual Market by Macy’s and Macy’s Backstage off-price location. The company is focused on repositioning its physical store footprint to better serve its customers and effectively support omnichannel market sales growth.

Macy’s strives to optimize a seamless customer experience across all touchpoints. Customers can pay their bill or pick up orders from the “At Your Service” desk inside the store, a dedicated location for seamless Macy’s store pick-ups and returns. Shoppers can earn and redeem Star Rewards and use their Macy’s credit card at both locations creating a seamless experience. Customers without a Macy’s card can enroll in the complimentary Bronze rewards program in-store or online. 

Hiltons Announces First Global Brand Platform
Hilton announced its first global brand platform that showcases the importance of the hotel stay during travel. It is debuting “It Matters Where You Stay,” a new advertising campaign featuring Paris Hilton to introduce the platform, using humor to poke fun at what can go wrong when booking or on a trip.

Hilton used TBWA’s Disruption methodology to architect the new vision, born from the insight the hospitality industry has become almost entirely focused on the destination, not the stay itself. Consumer research uncovered “the Stay,” as the crucial element that can make or break any trip. The platform will permeate nearly every consumer touchpoint, from broad-reaching consumer advertising through the travel planning process and the guests’ stay with Hilton, as well as post-stay.
Automakers Launch VR Platforms in Metaverse
Car-market leader Maruti Suzuki India launched the company’s metaverse platform. NEXAverse is the company’s new metaverse platform that will allow consumers to experience cars in the metaverse.

Maruti Suzuki India unveiled the new Grand Vitara, a mid-size SUV on NEXAverse, as the first car in the world that can be booked through a metaverse platform. The company is launching the virtual reality platform to cater to digitally savvy younger customers.

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