With the rise of ultra-convenient ecommerce, many traditional retailers are experimenting with not-so-traditional in-store experiences. Consumers, after all, are willing to forego the latest in convenience if they feel there’s a compelling reason to set foot in a physical store. Now, one of the US’s most historic retailers is trying its hand at a unique in-store experience.
STORY, the narrative-driven retail concept shop, will bring to life an editorial approach to retail in 36 Macy’s stores nationwide. Opening....