Beauty sales increased in both stores after the moves because they were able to devote more space to the departments and add products and services, according to the Wall Street Journal. Macy’s is attempting to use technology to lure millennials into its stores, while a few years ago, Barneys New York and Neiman Marcus Group moved their beauty departments to the basement level, and added services and new categories like natural beauty and wellness. Department stores, dealing with declining sales and foot traffic, have been largely left out of the beauty retail boom led by Sephora and Ulta. She declined to specify how much sales have increased but said the effect on sales has been positive. “It was a bold move, but we were able to achieve all our objectives,” Tracy Margolies, chief merchant for Saks Fifth Avenue, said, explaining that the goal was to increase the size of the department and offer more brand choices and experiences to customers. The goal is to now capitalize on its initial success through the use of events and experiences and keep customers flocking to the floor.
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