GRAND CHUTE, WI (WTAQ) – In an age of online shopping, one major retailer is taking a different approach to get people to still come thru the door.
Macy’s idea to ensure people still get in the car is the new “Macy’s Backstage,” which is being rolled out in 100 locations nationwide, with one at the Fox River Mall.
The 12,100 square foot discount store is within the traditional Macy’s.
“We didn’t lose any merchandise assortment whatsoever within Macy’s,” says Macy’s Merchandising Manager Katie Ruedi. “We actually just used the space a little differently.”
The goal is to feature discounted and unique year-round items that will attract typical online shoppers like Appleton resident Alex Zwayer.
“We love Nordstrom Racks and my husband loves Macy’s so I could see us checking that out for sure,” she says.
The overall goal to appeal to online shoppers is being carried out by featuring unique and discounted items.
“We take an off-price strategy and we put it within one of our existing stores,” Ruedi explains. “And we offer great prices for our customers and new products that they haven’t seen before.”
The examples of potential featured products are wide-ranging.
“Kids toys year round, home decor, gourmet food,” says Ruedi.
The Backstage Store at the Fox River Mall opens next week Saturday and the first 200 customers will receive a gift card.
