Macy's overhauls nws lub vev xaib thiab cob qhia tus kheej stylists

Macy tus tab tom npaj los txhim kho nws lub vev xaib thiab cob qhia qee tus neeg ua haujlwm los ua tus kheej stylists hauv kev sib tw kom yeej ntau tus neeg siv khoom nrhiav qhov tseeb zam tiam sis, lub khw muag khoom tau tshaj tawm hnub Tuesday.

Lub khw muag khoom lub hom phiaj yog kom muaj kev lag luam customized ntau dua, nrog rau kev saib xyuas ib leeg los ntawm cov neeg ua haujlwm hauv khw muag khoom thiab siv cov cuab yeej online yooj yim dua. Nws tab tom nrhiav kom muaj kev sib tw zoo dua rau cov khw muag khoom sib tw - los ntawm nws lub khw muag khoom sib tw rau cov khw muag khaub ncaws rau cov neeg ua yeeb yam hauv online nkaus xwb uas tshwj xeeb hauv kev muab tswv yim zoo.

Cov saw hlau tsis ntev los no tau muaj kev tshuaj xyuas kev lag luam, nrog kev pab los ntawm sab nraud pab tswv yim AlixPartners, los ntsuam xyuas seb nws puas yuav tsum faib nws cov e-commerce caj npab los ntawm nws lub khw.

Macy's yuav tsis nrhiav kev sib cais, lub tuam txhab tau hais lub hli tas los. Hloov chaw nws yog xaiv los hloov kho dua tshiab hauv online thiab hauv nws ntau dua 500 lub khw muag khoom npe.

Rich Lennox, Macy tus thawj coj ua lag luam, tau hais hauv kev xam phaj tias thaum lub khw muag khoom twb tau nqis peev ntau hauv nws cov digital muaj thiab kev tshaj tawm xov xwm, kev tshuaj xyuas tau xaus lus tias nws yuav tsum tau hais kom zoo dua rau cov neeg siv khoom seb nws txawv ntawm cov neeg sib tw.

Lub npe nrov tshaj tawm, raws li lub ntsiab lus tshiab, "Own Your Style," yuav los sai sai rau nws lub khw thiab hauv online.

Lennox tau hais tias "Qhov peb tab tom nrhiav yog qhov tseeb ntawm cov neeg siv khoom sib koom ua ke," Lennox tau hais. "Vim tias peb xav tau cov neeg siv khoom yau, tab sis peb kuj yuav tsum tau saib xyuas peb cov neeg siv khoom qub thiab peb cov neeg siv khoom muaj txiaj ntsig ntau dua."

Macy's kuj tseem yuav cob qhia nws cov neeg ua haujlwm los pab cov neeg siv khoom ib-rau-ib nrog kev xaiv style. Qee tus neeg ua haujlwm yuav raug tso npe rau hauv nws pawg "Style Crew", lub tuam txhab tau hais. Lawv yuav tau them nyiaj rau kev pab txhawm rau txhawm rau muag khoom raws li ib feem ntawm lawv txoj kev koom tes hauv txoj haujlwm - thiab rau lawv cov kev tshaj tawm xov xwm uas ua rau kev lag luam.

Ntxiv rau, rau tag nrho nws cov neeg ua haujlwm hauv khw, Macy txoj cai hnav khaub ncaws yuav raug xoob kom cov neeg ua haujlwm tuaj yeem suav nrog lawv tus kheej cov kev xaiv rau hauv qhov lawv hnav txhua hnub, Lennox tau hais.

Macy txoj cai hnav khaub ncaws tam sim no tau piav qhia zoo tshaj plaws ua lag luam xws li, raws li tus kws tshaj lij. Tam sim no, nyob rau hauv lub tshiab branding teg num, kev xaiv khaub ncaws yuav txawv raws li ib tug neeg ua hauj lwm lub luag hauj lwm nyob rau hauv lub tuam txhab. Piv txwv li, ib tus neeg ua haujlwm hauv thaj chaw muag khoom tuaj yeem xaiv qhov zoo nkauj dua, nrog lawv cov ris tsho nyiam thiab khau ntaub, thaum cov neeg ua haujlwm hauv cov hniav nyiaj hniav kub yuav hnav lub blazer nrog cov khoom siv flashy.

Hauv cov khw muag khoom, Macy's yuav nthuav qhia cov ntxaij vab tshaus digital uas qhia cov lus qhia hloov pauv thiab kev tshoov siab rau cov neeg yuav khoom, leej twg tuaj yeem nrhiav cov khoom qub qub thiab cov khoom siv rau kev yuav nyob ze.

Macy tsis kam tawm tswv yim txog seb nws yuav siv nyiaj npaum li cas rau cov phiaj xwm no. Ib tug kws tshaj lij tau hais tias tus neeg muag khoom tsis nthuav tawm cov ntsiab lus ntawm cov nyiaj txiag no.

Cov kev hloov pauv rau hauv txoj kev npaj dav peb xyoos rau Macy's, tshaj tawm thaum Lub Ob Hlis 2020 thiab hu ua Polaris, uas tau hu kom ua kom cov digital loj hlob sai, kaw cov khw muag khoom tsis zoo thiab nqis peev hauv nws cov khw muag khoom zoo tshaj plaws txhawm rau txhawb cov nyiaj tau los.

Txawm hais tias qee qhov kev nce qib tau raug kaw vim yog Covid kis thoob qhov txhia chaw, Thawj Tswj Hwm Jeff Gennette tau hais thaum lub Ob Hlis lig tias Macy's yog kev lag luam digitally coj ntau dua niaj hnub no tshaj li xyoo 2019. Nyob rau hauv txoj kev ntawd, lub khw muag khoom tab tom npaj tsim lub lag luam digital uas nws. yuav tso cai rau cov neeg thib peb hom lag luam los ua lag luam lawv cov khoom, muab tso rau nws raws li ntau tus neeg sib tw rau Amazon or Etsy.

Macy cov kev muag khoom digital sawv cev 35% ntawm kev muag khoom rau lub xyoo xaus Lub Ib Hlis 30, nce 10% los ntawm 2019 qib. NordstromKev lag luam digital, rau kev sib piv, ua rau 42% ntawm cov muag khoom muag hauv xyoo 2021. Kohl tus tau hais tias nws txoj kev lag luam online suav txog 32% ntawm tag nrho cov nyiaj tau los xyoo tas los.

Macy qhov muag muag rau nyiaj txiag 2021 tag nrho yog $ 24.46 billion, nqis me ntsis los ntawm $ 24.56 billion nws tau tshaj tawm ob xyoos dhau los. Rau xyoo 2022, lub tuam txhab tau kwv yees cov nyiaj tau los ntawm kev loj hlob tsis pub ntau tshaj 1%.

Ib qho ntawm cov kev hloov pauv tau tshaj tawm hnub Tuesday suav nrog tus kheej lub vev xaib tsaws nplooj rau cov neeg yuav khoom hauv online raws li lawv cov keeb kwm kev yuav khoom. Lub dashboard hloov kho tshiab yuav qhia cov tswv cuab ncaj ncees muaj pes tsawg qhov khoom plig uas lawv tau sau tseg, kev txiav txim tom ntej thiab cov lus pom zoo tshwj xeeb.

Lennox tau hais tias "Yuav muaj kev paub txog digital siab dua," Lennox tau hais. "Yuav muaj kev yooj yim thoob ntiaj teb kev taw qhia, qhov kev tshawb nrhiav tshiab tshiab tshiab [thiab] cov neeg siv khoom ntiag tug dashboard."

Jefferies kws tshuaj ntsuam Stephanie Wissink tau hais tias lub tswv yim ntawm kev tsom mus rau kev nrawm nws cov hom phiaj Polaris es tsis yog ua ntej nrog kev ua haujlwm sib cais yog "kev ua siab zoo." Nov yog lub xyoo tseem ceeb rau cov saw hlau los "ua pov thawj tias nws qhov kev ua tau zoo dua qub yog nyob ruaj khov," nws hais.

Nrog nws thawb rau hauv tus kheej style, Macy's tuaj yeem tso nws tus kheej ua tus neeg sib tw loj dua rau lub tuam txhab nyiam Plooj Kho, uas curates thawv ntawm khaub ncaws raws li tus neeg siv khoom saj thiab hom nyiam. Nordstrom tseem paub txog kev saib xyuas ntxiv uas nws them rau cov neeg siv khoom thiab cov lus qhia txog kev zam ib leeg. Nws yog ib yam dab tsi uas lwm cov high-end chains xws li Saks Fifth Avenue thiab Bloomingdale's, uas Macy tus tswv, mus rau mais ntxiv rau.

Tau ntsib cov teeb meem loj xws li kev nce nyiaj txiag thiab kev cuam tshuam ntawm cov khoom lag luam txuas ntxiv, Macy cia siab tias yuav yog qhov chaw rau cov neeg siv khoom uas tab tom nrhiav kev tshiab tshiab thaum lawv rov qab mus rau chaw ua haujlwm, tog, tshoob kos thiab lwm yam xwm txheej pej xeem xyoo no.

"Peb cov qauv kev lag luam yog tsim los ntawm kev xaiv ntau hom khoom uas peb tuaj yeem tso peb tus kheej hauv qhov chaw pab cuam no," Lennox hais. "Qhov ntawd yog qhov Macy's ib txwm ua tau zoo heev, thiab peb yuav tau txais txiaj ntsig zoo dua ntawm kev ua nws."