The Macy’s Department Store in the Lehigh Valley Mall in Whitehall is taking its customers backstage.
The Lehigh Valley store is the latest in the chain to create Macy’s Backstage, a store-within-a-store concept aimed at offering a variety of lower-priced items to complement the higher-end products traditionally featured in the department store.
Michelle Israel, Macy’s senior vice president of Off Price, said Backstage isn’t just a bargain bin of store closeouts, but a whole new collection of merchandise at lower price points.
Israel said in addition to clothing, there will be shoes, accessories, household items, décor, makeup and even food for sale.
Backstage has its own buying team looking for bargains that will be sold at between 20 percent and 80 percent off of department-store prices. New items will be rotated in regularly.
She likened it to the kind of experience one would have at a T.J. Maxx or similar store.
At a time when all retailers are struggling and the marketplace is more competitive than ever, Yannie said the concept is a way for Macy’s stores to bring in more shoppers.
“It’s another way to shop that will bring in potential new customers to Macy’s,” she said. “It’s another reason to come to Macy’s. ”
Israel said the concept should also bring customers to the store more often.
“Backstage’s focus on value and newness guarantees that with each visit, shoppers will find an amazingly priced assortment of recognizable brands and trends. Frequent deliveries ensure there is always a new reason to come in and shop,” she said.
Shoppers can use their Macy’s credit card and earn the same rewards in Backstage as they can in the regular Macy’s area.
The new shopping area is currently being developed in 13,700 square feet of space on the second level inside the Macy’s store at Lehigh Valley Mall.
This location is one of 50 stores where Macy’s plans to develop the Backstage concept.
Macy’s already has introduced the off-price business segments in 165 locations, all within Macy’s stores. The first one opened in 2015.
The store will be hiring one manager and 10 associates for the new shop, which will open Aug. 10.