Dive Brief:
- Macy’s net promoter score for its brick-and-mortar stores has risen 10 points since launching the strategy behind the Reimagine store concept in early 2024, Tony Spring, CEO of Macy’s Inc., said on a Q2 2026 earnings call Thursday.
- Reimagined stores, which include customer service and merchandising upgrades, outperform legacy Macy’s stores in sales and NPS, according to Spring. Currently, the retailer operates about 200 Reimagine stores, and nearly 60% of the locations will remain open as Macy’s shrinks its footprint to 350 stores throughout 2028.
- The higher NPS “underscores the reaction the customer is giving us to the changes we're making in the Macy’s store experience,” including through investments in staffing, inventory and performance, Spring said.
Dive Insight:
Macy’s Inc. has been improving CX across its business, and its investments are continuing to show results as the retailer pursues a turnaround
Macy’s Inc. results exceeded expectations across multiple metrics, including through 2.7% year-over-year comparable sales growth in the second quarter of 2026, according to an earnings release. Net sales rose 1.1% year over year to $4.9 billion.
Among its individual brands, Macy’s comparable sales rose 1.1% year over year, with comparable sales at Reimagine stores rising 1.9% year over year. Bloomingdale’s presented the strongest comparable sales growth, at 11.3% year over year, and Bluemercury’s comparable sales were up 6.2% year over year.
Macy’s Inc. is supporting Bloomingdale’s with CX upgrades as well and added hundreds of events across the majority of the brand’s stores, Spring said
Experience initiatives weren’t limited to brick and mortar. Bloomingdale's launched an AI-powered shopping assistant to assist with product discovery during the quarter, according to Spring. Macy’s introduced a shopping assistant in the spring, and it is now being expanded to associates to help them deliver better customer service.
“Digital is a central component of our omnichannel approach,” Spring said during the call. “We're creating a seamless customer experience across all touchpoints and continue to enhance our digital offerings and connections across channels.”
A year ago, Macy’s Inc. was navigating the impact tariffs had on the business, Spring said. Now, the company can focus on customers and the quality of its experience.
One area of focus is back-end operations, where Macy’s Inc. is using AI to ensure it has the right products in the right place to ensure in-stocks, according to CFO and COO Tom Edwards. The retailer has been increasing delivery speeds as well, and will continue building on these improvements while offering better last-mile transparency.
“Looking further ahead, we are confident we can build on these and other initiatives to drive revenue, improve the customer experience and reduce costs,” Edwards said during the call.
