From eyelash extensions to a ride on a slide — department stores rethink what it means to have it all
The Neiman Marcus location at The Shops & Restaurants at Hudson Yards offers a performance space that can accommodate up to 100 people, space for cooking classes, beauty services including eyelash extensions, and museum-quality pieces of art.
Moreover, the traditional “everything for everyone” approach falls short when compared with the likes of e-commerce giant Amazon.com Inc. AMZN, -0.76% whose “endless shelf” has become the first place nearly half of digital shoppers go to start a product search, according to eMarketer data.“The old retail strategy used to be assortment and availability,” said Brendan Witcher, principal analyst at Forrester. “The internet put a big crunch on that. The internet carries everything.
These retailers are taking steps to ramp up offerings that will drive traffic. For example, Kohl’s has partnered with Amazon on returns. And Nordstrom has launched Nordstrom Local in Los Angeles, stores that don’t have inventory on hand.In addition, the movement between e-commerce and in-store shopping has become increasingly seamless.
“It solves for helping to find cool things,” Tal Zvi Nathanel, chief executive of Showfields, told MarketWatch.“What would a store look like if we take everything online and put it in a store?” Nathanel asked.
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