The store is one of 150 stores nationwide that Macy’s has revamped as part of the company’s Growth 150 initiative.
The Macy’s store inside the Mall in Columbia has just been renovated to add a new department called “Backstage.” Backstage is described as a store within a store experience where shoppers can find discounted deals, similar to shopping at a Marshalls or TJ Maxx. The new addition is part of a Macy’s nationwide push to improve the shopping experience inside stores. Two stores in Maryland are part of the new initiative for 2019, Macy’s Columbia and Macy’s at Towson Town Center.
The new Backstage at Macy’s Columbia opened in August, offering clothing, toys, shoes, beauty products, and home goods. The stores function like an outlet or discount store, offering a rotating inventory of lower-priced merchandise at 20 to 80 percent of regular prices. Backstage locations are also open in 13 Baltimore-area Macy’s. Higher-end department stores have struggled in the age of online shopping, with discounters becoming the bright spot of brick-and-mortar shopping.
Macy’s Growth150 initiative is a nationwide program designed to improve the shopping experience for Macy’s customers. Stores are being remodeled to add upgraded fitting rooms, furniture sections with virtual reality mapping stations, and mini store-within-a-store experiences. These key stores also will get new improvements like LED lighting, new flooring, and customer service stations.
The company is also working to make inventory align better with the needs of today’s consumer. Store employees will be able to make suggestions to shoppers based on the items they interact with through the use of RFID. Macy’s will also be installing dedicated kiosks for clients that purchase items online for pickup at their local store. Customers can also take advantage of a Macy’s Personal Stylist, a free personal shopping service.
Have you shopped at Macy's Backstage? What did you think? Tell us in the comments!