Macy’s has invested in 100 stores across the country, including at its Bridgewater Commons and Menlo Park locations, to enhance customer experience via its Growth 100 initiative. Last year, the retailer invested in 50 stores nationwide in an initiative called Growth 50, which the recent investment is an expansion of.
Growth 100 stores feature expanded and curated merchandise assortments as well as improved customer service through technology and personnel enhancements.
The Short Hills location received an investment last year.
“The performance of the Growth 50 stores has given us the confidence to expand the strategy to 100 more stores this year. Beyond our capital investment, the customer will see an increase in colleague support, advancement in omnichannel technology and more curated merchandise, tailored to their store location,” said John Harper, chief stores officer at Macy’s in a statement.
Physical upgrades to stores include new LED lighting, updated flooring, renovated fitting rooms and renovated restrooms. Certain departments have also been relocated to improve space productivity and accommodate customer traffic.
Furniture and mattress departments have been added or expanded, and the Menlo Park location has added Macy’s discount concept Backstage. The Bridgewater location includes Story, Macy’s new narrative-driven retail concept which includes brand collaborations and event programming.
Additionally, Macy’s has invested capital toward enhanced customer service at its Growth 100 stores, allowing for increased staffing, expanded hours, and service such as complimentary personal shopping service Macy’s Personal Stylist. Another program called At Your Service provides a location for online pick-ups and returns, and app feature Mobile Checkout allows customers to process their own purchases.