Macy's Partners With beGlammed to Entice Millennials
Macy's is getting a piece of the on-demand beauty market. The department store has partnered with beGlammed to deliver an at-home or in-store primping service for your big day — or just because. Leveraging beGlammed's footprint of more than 1,200 stylists in 22 markets in the U.S., the partnership offers a new level of convenience and customer service for those who are interested in beauty. Services range from a $25 touch up to bridal services. The partnership will do a soft launch in U.S. markets, including New York, Miami, Las Vegas, San Francisco, Dallas and more. Customers can make appointments at macys.com/beGlammed and check Macy's social media channels and mobile site for unique promotions.
Total Retail's Take: A very smart move on Macy's part. Macy's hasn't been immune to the struggles of department stores, announcing that it will be closing 15 percent of its stores nationwide and that its longtime CEO, Terry Lundgren, will be stepping down next year. Despite its challenges, Macy's has tried to maintain its commitment to being an omnichannel retailer. Partnering with an on-demand service like beGlammed, especially one with such a large footprint in the U.S., can help to move Macy's in a new direction — not to mention help sway more millennial customers its way.
