Macy’s Hopes to Improve Ugly Sales Quarter With Makeup
With a major slump in sales that caused the company to announce the closing of 100 stores, it’s safe to say that Macy’s hasn’t been doing too well. However, they remain optimistic!
Aside from revamping their in-store experience, the luxury retail chain is thinking outside the box – literally. In partnership with on-demand beauty services provider beGlammed, Macy’s will be offering at-home beauty services for their customers. Shoppers needing a fix will be able to book services via Macy’s website for prices ranging from $25 – $185. These services will be provided from one of beGlammed’s 1,200 stylists and will be rolled out in 22 U.S. cities.
As competition in the apparel world gets heavier by the minute from the likes of e-tailers like Amazon and off-price companies like TJX, department stores are turning to the ever-growing premium beauty industry for a much needed boost. Luckily, 2015 sales of premium personal care and beauty products increased by 7 percent to $16 billion, according to NPD. Last year, Macy’s also bought beauty retailer and spa chain Bluemercury for $210 million.
Aside from expanding Macy’s assortment of beauty products and services, beGlammed will help bring Macy’s to the new, mobile-only consumer. beGlammed has an app for both iPhone and Android as well as a heavy social media presence. Additionally, the company boasts an impressive array of celebrity endorsements.
So far, it seems as though Macy’s is headed in the right direction. They’re focusing on the right product (at the moment), the right crowd (the omnichannel consumer) and even using experiential marketing to their advantage by bringing the services their clients need straight to their doorstep!
Here’s to hoping all of their efforts are enough to help stall declining sales…
Follow her at @D_isforDayana