WOWIE! Macy's is launching "Story" an #Instagram-friendly in-store concept, which focuses on monthly changing of themes and products, to give current Macy's customers more reasons to come back again and again.
This is an exciting social experiment that combines Instagram’s popularity for “Instagrammable Moments” at a retailer's physical space. Most online retailers, such as Amazon and Target, use their Instagram accounts to drive to online shopping, in fact Instagram just launched “Checkout With Instagram” as a way for the platform to support shopping from retailers without the consumer needing to leave the Instagram app.
This Macy's strategy is a bit in the reverse. More aligned to the Museum of Ice Cream strategy, which creates spaces for the “Instagrammable Moments” and where the audience organically posts content through social media, which ultimately drives more and more people to visit the actual museum space. Nothing is stronger than FOMO. And it shows, since the Museum of Ice Cream has generated over “$20 Million in sales since launching in 2016,” and created a slew of copy cats.
Macy’s doesn’t have a fee for entry to its’ Story retail concept, but with the reality most retailers are facing with their brick and mortar businesses, this experimental strategy could stave off another huge round of store closures. But is this what its’ base customer wants and will it be enough to incentivize a new and younger Instagram consumer to drive to a Macy’s? It will be interesting to understand the measurements for success and what other marketing and social activations will be used to support this endeavor. Nothing’s worse than spending budget on an idea that gets no support or traction. Let’s hope for Macy’s the Story concept doesn’t end up looking like Target’s sale merch end-caps.