The Robin Report - The Macy’s Makeover

Perch_Robin Report_Macy's

DVIR: Our customer really loves fragrance. As the number one retailer of fragrance in the US, we are always looking to innovate in this category. We have noticed our in-store customer was traditionally buying by brand, but online they were shopping by scent family. This drove us to invest in interactive displays to help replicate the online fragrance shopping experience in store. Through a new partnership with PERCH launching in May, we will offer a digitally driven, approachable alternative for fragrance shopping – allowing consumers to shop by their favorite notes across different scent families. An extension of the traditional counter experience, customers now have another way to find their perfect scent through a digital in-store display that mirrors what they love about shopping online. While the market is seeing growth in collection and niche brands, we believe much of that is centered around the experience of showcasing the brand story and notes – and we are excited to bring this experience to Macy’s across our assortment.

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