Macy’s wants to be the next Instagrammable hotspot. The department store is harnessing the power of pop-ups and buzzy backgrounds in its latest initiative, The Story, a store featuring a curated selection of products based on rotating themes. Here’s how the move is the next big step in experiential marketing for Macy’s.
The project’s first theme, Color Story, features rooms of whimsical and monochromatic items all perfectly poised for one of the most popular platforms at present: Instagram. Macy’s is already a leader on YouTube, where its beauty expert videos earn high view counts, but it has yet to get a full grasp on Instagram, where it has 1.7 million followers as opposed to its peer Nordstrom’s 3.1 million. Given the latter sits just below Macy’s in Gartner L2’s Digital IQ Index: Department Stores and packs a powerful personal punch, dialing up its Instagram and personalization game is a smart move for Macy’s.
As leading discounters, resellers and pure plays continue to gain ground in digital apparel and beauty sales, it’s important for brands to lean into personalized store experiences as key differentiators from the growing threat of Amazon and others. Because the initiative is rotating, it could become a more consistent way of pumping up Macy’s Instagram presence. In this way, it pairs the newness of a pop-up with reliability of a store and makes for a new level of anticipation in the era of Instagrammable pop-up experiences.