Dive Brief:
- Investments in store experience at Macy's Inc. contributed to better-than-expected results and the highest third quarter NPS on record at its namesake Macy’s stores, CEO Tony Spring said on a Q3 2025 earnings call Wednesday.
- Macy’s 125 reimagined stores, which received customer service and layout upgrades, are providing the roadmap for the company’s future, according to Spring. These stores outperformed the average for Macy’s locations in both sales growth and NPS scores.
- “We are methodically working to improve the experience in each area of the store,” Spring said. “They are now better organized, easier to shop, and have a more compelling visual presentation within each category.”
Dive Insight:
Macy’s emphasis on CX as a differentiator, driven by store design and employee training, helped the retailer achieve its strongest comparable sales growth in 13 quarters.
Macy's Inc., which owns Macy's, Bloomingdales, and Bluemercury, directed its CX investments largely at Macy's stores as part of the brand’s turnaround effort.
Macy’s Inc.’s comparable sales were up 2.5% year over year, according to an earnings report. Net sales at Macy’s Inc. were down 0.6% year over year, which was attributed to the closure of namesake Macy’s stores in the past year.
Comparable sales at the remaining Macy’s stores were up 1.4% year over year, while comparable sales at the 125 reimagined owned stores rose 2.3%.
Customer service is playing a major role in Macy’s turnaround strategy. The company is enhancing training for associates to improve worker engagement and provide a better shopping experience for customers, according to Spring.
Spring shared an email he received from a customer in Clearwater, Florida, who witnessed another shopper being fitted for his first suit. The associate, Andrew, showed the young man how to wear the suit and “even shared some encouraging words.”
“Andrew is a great example of how customer relationships are strengthened when our colleagues demonstrate hospitality and care as part of our Bold New Chapter strategy,” Spring said.
