Yesterday I visited a Backstage unit housed inside an existing Macy's store. As some news outlets have mentioned, it features a merchandise mix from current Macy's brands and some new brands not currently sold through Macy's. The discounts are deep and the merchandise selection not so deep.
IMHO, opening a Backstage unit inside an existing Macy's store is a great idea because:
- Backstage fills space that was underutilized by existing Macy's departments, and will probably accelerate inventory turn.
- Backstage attracts price-sensitive customers who must walk through regular-price racks to get to the separate off-price section, located well into the store's depths.
- Backstage may attract new customers who previously believed Macy's was too expensive.
- Backstage can draw from both the Macy's shopper population and shoppers who visit the malls where these stores are located.
- No mixed marketing messages here: Backstage's ambiance is differentiated from Macy's ambiance. Shoppers will easily be able to distinguish where they are, even inside a Backstage that is inside a Macy's. Especially in Macy's that have been renovated or spruced up (as was the one I visited). The difference is noticeable.
- No mixed marketing messages: Backstage's price tags show regular prices and deeply-discounted prices, unlike the usual Macy's tags. In other words, welcome to off-price country. (Nice totebag too, free with purchase.)
- No mixed marketing messages: Backstage has its own "star" logo (see photo) and it's definitely different from the usual Macy's logo. We're "Backstage" and not on the main stage, get it?
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