Will turning their shoe department into DSW bring Millennials back to Macy's?

According to a 2016 study from iModerate, 82% of Millennials like to shop in stores.  (That's more than their Gen X counterparts (69%) and Boomers (65%); Gen Z too (80%)).  More here...

http://pjlehrer.blogspot.com/2016/04/how-passionate-are-you-about-shopping.html

The study goes on to say that Millennials like efficiency when they shop.  So when I read this week that Macy's experiment with a self-service shoe department was a success I wasn't surprised.  (Zumbach, 2017)  After all DSW has been doing it for years.  By July the approach will be expanded to all Macy's stores. 

 

But with both stores on the "grab your wallet" boycott list, I wonder if it will even matter.  I'm sure it's not a coincidence that both companies missed their profit expectations in the most recent quarter. (Kapner, 2017) (Kilgore, 2017)

Zumbach, L. (2017, May 23)  Self-service shoe departments coming to three Chicago-area Macy's stores.  Retrieved May 26, 2017, from

http://www.chicagotribune.com/business/ct-macys-self-service-shoes-0524-biz-20170523-story.html

Kapner, S. (2017, May 11)  Macy's says 'we're not dead' after earnings miss.  Retrieved May 26, 2017, from

http://www.marketwatch.com/story/macys-says-were-not-dead-after-earnings-miss-2017-05-11

Kilgore, T. (2017, May 23)  DSW misses profit expectations, but sales beat.  Retrieved May 26, 2017, from

http://www.marketwatch.com/story/dsw-misses-profit-expectations-but-sales-beat-2017-05-23