A lifestyle change: Macy's Easton focuses on a shopping experience catered to the individual

Staff Writer
Columbus CEO

By Chloe Teasley

Fueled to create a shopping experience based on the desires of its customers, Macy's Easton is receiving the finishing touches on a renovation that it hopes will provide what they want in a personalized package.

The addition of leased businesses will help enhance the offerings for patrons. Among the new businesses are a Berry Blendz smoothie counter in the Health and Wellness department, Bluemercury (complete with spa) and Lenscrafters-the first inside a Macy's in the country-with two optometrists on staff. Utilizing the concentrated expertise of the partnerships ensures that no service is done halfway.

"Some of the businesses can do it better than us-let the expert do it," says Kathi Newton, the vice president store manager of Macy's Easton.

The layout has also been changed to group merchandise into corresponding lifestyles.

"No matter the occasion from proms to weddings or weekend getaways and road trips, Macy's Easton will be the customer's one-stop shop," says Newton. "Our merchandise assortment will be curated to address lifestyle needs with services that make it easy to shop."

Free personal shoppers to navigate the new layout are offered through the My Stylist @ Macy's program, once hidden in the back of the store, now featured prominently.

"It's really about: How do we elevate the experience (of the customer)?" says Newton.

Touches have been added to make the store distinctly Columbus. Lining the walls of the north entrance are pictures of the North Market and there is a commemorative "Cbus" statue on the upper floor. Brands the city values such as Hotel Collection, Denim & Supply and Free People–based on previous purchases–are displayed prominently and given more room. "It's all about lifestyle," says Andréa Schwartz, vice president of media relations for Macy's. The renovation revolves directly around personalizing this idea for the Columbus customer.

Of the public response, Schwartz is excited to receive feedback. "This is truly a test," she says.

June 25 marks the official completion of the renovation and will be celebrated in the store that day with the Grand Renovation Celebration.