Creating a Unique Shopping Experience at STORY: The Success of Event Programming and Community Integration in Retail

Rachel Shechtman shares her journey of creating STORY, a retail concept that reinvents itself every one to two months.

STORY operates on a business model called retail media, where they curate merchandise around a subject matter and bring it to life through events.

By including brand sponsorships, STORY not only adds authenticity to the subject matter but also generates a helpful revenue stream.

🛍️ Rachel Shechtman discusses new retail strategies and partnerships to enhance customer experience.

🏢 Story at Macy's, a brand experience activation, successfully tested virtual reality meditation in a physical setting.

💡 Merchandising and partnerships are explored, such as creating a chandelier with a mobile-controlled lightbulb.

📚 Adapting the concept of analog machine learning to the physical retail world.

🤝 Emphasizing the importance of mindset over skillset when hiring.

🌟 Creating collaborative processes and partnerships within Macy's.

👥 Community and events are important in the future of retail.

💡 Opening a smaller format Macy's store with a different approach.

💰 Challenges in pricing and redesigning digital price tags.

🌐 Creating a future-proof model of cultural commerce.

🏢 The approach taken for the Macy's stores in different locations is community-centric and unique.

🏠 The team stayed in an Airbnb to experience the local culture and build authentic relationships.

📰 The Market by Macy's store is a social shopping space that celebrates discovery, community, convenience, and the past.

🛍️ Retail experiences should offer something unique that customers can't get online.

📚 Telling a story about a product or offering a different perspective can make it stand out.

🛒 Understanding your brand's DNA and finding innovative ways to engage customers is key.

🔑 Adjusting category mix based on demand and supply

🛍️ Importance of smaller format stores and retail spaces

🏢 Choosing locations based on consumer behavior and lifestyle centers