Our Mission

Learn who we are and how we serve our community


Meet our leaders, trustees and team


Developing the next generation of talent


Covering the latest news and trends in the marketplaces industry

Industry Insights

Check out wide-ranging resources that educate and inspire

Government Relations & Public Policy

Learn about the governmental initiatives we support


Connect with other professionals at a local, regional or national event

Virtual Series

Find webinars from industry experts on the latest topics and trends

Professional Development

Grow your skills online, in a class or at an event with expert guidance

Find Members

Access our Member Directory and connect with colleagues

ICSC Networking Platform

Get recommended matches for new business partners

Student Resources

Find tools to support your education and professional development

Become a Member

Learn about how to join ICSC and the benefits of membership

Renew Membership

Stay connected with ICSC and continue to receive membership benefits


Macy’s rolls out new experiential merchandising strategy in 36 stores

April 10, 2019

Macy’s plans to make its stores more experiential by adding narrative-driven concept shops to 36 of its stores around the country. The Story shops are the result of the retailer’s collaboration with retail entrepreneur Rachel Schectman, hired last year as brand experience officer.

Shechtman calls Story a cohesive storytelling retail model that takes the point of view of a magazine, changes like a gallery and sells things like a store. Every four to eight weeks, the space will reinvent itself – from the design of the store to the merchandise – to highlight a new theme. Story is about experience, engagement, and collaboration and brand partnerships, Shechtman says.

The Story at Macy’s boutiques measure about 1,500 square feet each, or some 55,000 square feet of main-floor retail space across the nearly 40 stores. At the Herald Square flagship, in New York City, Story at Macy’s comprises about 7,500 square feet of continuous retail space on the main floor and mezzanine levels.

Opening with an inaugural theme titled Color, Story at Macy’s invites customers to explore and experience color through a rainbow of curated products and about 300 color-inspired events.

“The discovery-led, narrative experience of Story gives new customers a fresh reason to visit our stores and gives the current Macy’s customer even more reason to come back again and again throughout the year,” said Jeff Gennette, Macy’s, Inc. chairman & CEO, in a press release.

In the lead-up to launch, Macy’s hired nearly 300 dedicated Story employees for training in an experiential-retail program that immerses them in building fixtures, customer engagement, event production and more.

“The Story at Macy’s experience feels a lot like a real-life version of scrolling through Instagram”

“The Story at Macy’s experience feels a lot like a real-life version of scrolling through Instagram” Shechtman said. "You discover things you weren’t looking for but are inspired by all the fun finds — the second you see it, you need it! We aspire to create that feeling with the breadth of the narrative-driven merchandise edit we are bringing to life with the launch of Story at Macy’s across the country."

For the Color theme, Macy’s brings its feed to life through a curated assortment of merchandise for men, women, children and the home. About 70 small businesses offering some 400 products come together to make the experience a gifting destination. Among them are Crayola, Levi’s Kids and Mac Cosmetics.

By Brannon Boswell

Executive Editor, Commerce + Communities Today

Commerce + Communities Today

Members get exclusive access to this magazine with news and trends for the rapidly evolving marketplaces industry.

Sign up now