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Macy’s announces new ‘magic’ fitting room

BY CSA STAFF

New York City Macy’s has joined forces with digital marketing and technology agency Lbi to install an interactive fitting room at its Herald Square flagship in Manhattan. Macy’s “Magic Fitting Room” features a large-scale mirror with multi-touch technology that interacts with a multi-touch tablet and lets customers browse, shop and “try-on” the latest must-have items virtually. Customers can flip through the latest tops, dresses, bottoms and coats to make up complete outfits and then send the whole experience to their Facebook page.

The installation debuted on Sept. 10 for Fashion’s Night Out and since then thousands of people have emailed, texted or posted their experience to Facebook. It will remain in place until November.

“We couldn’t be happier with the Magic Fitting Room,” said Joe Feczko, senior VP innovation, Macy’s Marketing. “Reaching out to and engaging with the digital savvy, young consumer is something all retailers are striving to do. The Magic Fitting Room marries together our goals as a marketer and consumer’s expectations perfectly.”

The fitting room is located on the first floor between the main escalators. 

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Borders names new merchandising VP

BY CSA STAFF

ANN ARBOR, Mich. – Borders Group announced that it is welcoming back Kathryn Popoff as VP merchandising, overseeing the promotion and merchandising of adult trade and bargain books. An 18-year retail industry veteran, she joined Borders Group in 2002 as director of multimedia. She was named director merchandising for adult trade books in 2004, and was promoted in 2007 to VP merchandising, a post she held until Nov. 2009.

Larry Norton, who formerly served as SVP merchandising will transition into the role of SVP business development and publisher relations. Norton will now concentrate on long-term strategies to strengthen the book sector, including partnering with publishers and e-book provider Kobo to develop digital content with the overall goal of aggressively growing the company’s e-book business. He will also work with publishers on initiatives directly related to lowering costs and increasing efficiencies within the supply chain

Children’s merchandising director Renee Rockwood, a merchant with more than 16 years of experience, will now oversee gifts and stationery, children’s toys and games and the company’s expansion of adult games and puzzles. In addition, Rockwood will continue to manage the merchandising and promotion of the children’s category.

Borders also recently welcomed 27-year book industry veteran Mike Ferrari as merchandising director trade books. Prior to coming to Borders, Ferrari served in a variety of capacities at Barnes & Noble, including director digital content for Barnes & Noble.com, director merchandising, divisional merchandising director, senior buyer and buyer on the corporate side.

Joanna Goldstein will move into the role of VP non-book merchandising, having previously served as VP marketing. In her new position, she will oversee the digital device and accessory category as well as calendar, newsstand and multimedia. Goldstein brings several years of experience to her new role having previously directed the merchandising and promotion of many of these categories.

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Pfresh pause gives TGT time

BY CSA STAFF

Target doesn’t need to be in a hurry to return new stores construction to pre-recession levels now that it has the Pfresh remodel program to keep it occupied through 2012 and beyond. By year end, Target expects to have remodeled roughly 340 stores to the Pfresh format, which will give it a total of 450 Pfresh stores. Next year, another 400 remodels are on tap for the Pfresh conversion process, and with that pace expected to continue Target will need all of 2013, 2014 and much of 2015 to complete the chain-wide remodeling program.

By the time the effort is complete, the company’s product mix is going to look very different than it does today, as food and other consumable products grow to account for an increasingly larger percentage of sales. This phenomenon is already taking place. At the end of the most recent fiscal year, the category of food and pet supplies had grown to represent 16% of sales of $65.4 billion compared with 13% of sales of $63.4 billion two year earlier. A similar situation exists with the category Target defines as household essentials. Sales in that category stood at 23% last year compared with 21% two years earlier.

Both categories are expected to be up even more sharply by the time Target reports its full-year results next spring as results from the surge of Pfresh remodels completed this year are included in the results along with the effect of increasing promotional activity in food and consumable categories that has seen those categories regularly among the top performers at Target.

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