Macy’s flagship Herald Square store in US now houses an Apple shop, which will be manned by Apple associates. The consumers can shop from an eyeliner to various Apple products like like iPhones, iPads, MacBooks, and the new Nike-branded Apple watch at Macy’s.
Modeled after Apple’s iconic retail stores, the nooks feature wooden display tables and large vanity shots of products like iPhone 7. Beyond the Apple section, Macy’s is also erecting dedicated tech zones selling Apple Watch and other smartwatch devices. The standalone smartwatch areas are being rolled out nationwide at 180 Macy’s locations.
Macy’s, once a stellar performer, is aiming to reverse six straight quarters of declines for a key sales measure. For Macy’s, the Apple retail integration is part of a larger initiative to blunt six quarters of declining sales.
The turnaround strategy involves creating additional store-within-a-store areas, including an upcoming collaboration with Luxottica that will bring LensCrafters outlets to some 500 Macy’s locations over the next five years. The department store is also considering an expansion of its existing deal with Starbucks.
The flagship store usually attracts 35,000 to 40,000 customers per week, and about 75,000 during the holidays.