Macy’s shoppers may be noticing some changes this summer as the retailer strives to update its image. Workout wear is getting a lot more floor space as the “athleisure” clothing trend continues to drive sales. In the cosmetics department, old-fashioned glass cases are increasingly giving way to self-service kiosks à la Sephora. And clearance items from all over the store are now being shoved into one big “Last Act” section aimed at bargain hunters. “We are testing this approach to see how our customers react to it,” says Macy’s spokesman Elina Kazan. “We think it’s easier to find the discounts this way.” Also new is Macy’s On Call, a chatbot from IBM’s Watson system that can help you navigate the store or find what you’re looking for via your phone instead of a sales rep. Westfield Montgomery Mall is one of 10 locations where Macy’s On Call is being tested. To try it out for yourself, click here.
