Fresh from retail’s megashow NRF, consumer expert Kate Hardcastle MBE writes a special New York edition of ‘Customer yeh, Customer meh’, highlighting the stateside retailers doing great things – and those that need to go back to the drawing board.
Customer yeh: Aesop nails the art of retail
On a crisp, wintry day in New York, nestled in the bustling streets of Bleecker, lies an oasis of retail experience – the Aesop store.
This isn’t just a place to buy skincare products; what I experienced was a realm where the senses are awakened and the soul is nurtured, a testament to Aesop’s understanding of the art of retail.
As I step into the store, the cold of the New York winter fades away, replaced by a warm welcome. The air is filled with an aromatic scent, a prelude to the unique experience that awaits.
I’m offered a cup of tea, not just any tea, but a special blend crafted from Aesop’s products in collaboration with an independent blender just a stone’s throw away.
Sipping the warm, fragrant tea, I feel a sense of connection, not just to the brand but to the local community that it supports.
The salesperson, attentive and knowledgeable, engages me in conversation. They’re not just selling products; they’re keen to understand my experiences, my needs, and preferences.
This isn’t a transaction; it’s a personal connection. In today’s fast-paced world, where time is a luxury, being listened to feels like a balm to the soul.
As I peruse the store, I am struck by the serene ambiance. The power of scent and music is perfectly harmonised here.
Many retailers recognise the importance of these elements, but Aesop in this case masters the delicate balance. The scents are not overwhelming but rather subtly enhance the atmosphere, creating a space where one can truly relax and be present.
The joy of discovery is palpable as I’m introduced to products that seem handpicked for my needs.
This isn’t about pushing the latest promotion or what’s left in stock. It’s a thoughtful curation, an understanding that each customer is unique. Sampling these products, I feel valued, not just as a customer but as an individual.
As my visit draws to a close, the entire experience feels akin to being wrapped in cashmere on a cold winter’s day—luxurious, comforting, and memorable.
In a city that never sleeps, the Aesop store on Bleecker Street stands as a haven of tranquility and personalised care.
It’s not just about buying skincare products; it’s about experiencing a moment of calm in the chaos, a moment that stays with you long after you’ve stepped back into the bustling streets of New York. Thanks Victor.
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Customer meh: When will the ‘magic of Macy’s’ be back?
In the heart of New York City, Macy’s flagship store stands as a historic emblem of retail magnificence.
Once the beacon of shopping grandeur, it drew visitors worldwide, captivated by its allure and the promise of an unmatched retail experience.
The touch of glamour and excitement that graced its Lunar New Year windows and visual merchandising as I entered the store was indeed a breath of fresh air.
But as soon as I reached the doors, there were signs of a brand that was lacking lustre.
The doors to this iconic store were filthy, stickers had been adhered and pulled back off again without cleaning – and the signs that the spirit of the Year of the Dragon might not be apparent inside.
These sparks of innovation seem isolated against a backdrop of a broader ‘back to basics’ approach on the store floors.
Not one person interacted out engaged with me, beauty counter colleagues far too busy chatting amongst themselves or filling in paperwork to deal with me – a willing customer.
It’s essential to acknowledge the positive strides Macy’s has made recently. Its adaptation to the digital realm and strides in sustainability are commendable.
Its also shown resilience in navigating the tumultuous retail landscape altered by the pandemic.
However, as the ‘dishcloth to a diamond’ department store, the standard set for Macy’s is undeniably higher.
The store, renowned for transforming the ordinary into the extraordinary, now seems to linger still in ordinary.
From food and beverage, signage, restrooms and experience – it needs so much more.
Customer expectations have evolved dramatically. The modern shopper seeks not just products, but experiences that are immersive, personalised, and above all, memorable.
Macy’s has the unique potential to offer this, given its rich history and deep connection with American culture. Yet, the store’s current trajectory suggests a cautious, perhaps overly conservative approach.
There’s a sense that Macy’s is playing it safe, which, in today’s retail environment, can be riskier than bold innovation.
In essence, Macy’s stands at a crossroads. On one hand, it has made commendable progress in certain areas, demonstrating an awareness of the changing retail landscape.
On the other, there’s a sense of unfulfilled potential, a question of what could be if Macy’s fully embraced its legacy of innovation and spectacle.
The future of Macy’s flagship store, and indeed the brand itself, hinges on rediscovering and reinventing its capacity for wonder.
To return to its former glory, Macy’s needs to blend its heritage with cutting-edge retail trends, crafting experiences that resonate with today’s consumers while honoring its storied past.
Until then, the store may continue to evoke a sense of ‘retail meh’, a shadow of its former, brilliant self.
The hope for a return to brilliance remains, but only time will tell if this retail legend can reclaim its crown in the ever-changing world of retail.
Kate Hardcastle MBE is an international consumer expert, broadcaster and commentator who splits her time between the UK, US and UAE.
She works with some of the world’s biggest brands to reimagine their customer engagement by providing insight that help transform their businesses.
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