Macy’s has partnered with technology powered retailer b8ta. As part of its strategic focus on enhancing the in-store customer experience, the company will leverage b8ta’s best-in-class software platform to scale The Market @ Macy’s, becoming strategic partners in this “retail-as-a-service” model. The Market @ Macy’s is the company’s experiential retail concept launched earlier this year. Macy’s has also acquired a minority equity stake in b8ta.
“Macy’s is in the experience business. We’re always looking for new formats that allow our customers to discover and connect with our products and services in-store in a way that drives engagement with our brand,” said Hal Lawton, president of Macy’s. “We’re pleased to deepen our partnership with b8ta that will provide the technology engine for The Market @ Macy’s. This will allow us to scale The Market @ Macy’s concept faster, furthering our goal of bringing more excitement and fresh experiences into our stores.”
Launched in February 2018, The Market @ Macy’s, currently open at 10 Macy’s locations nationwide, helps emerging and established brands reach new audiences. Each shop brings customers a rotating selection of unique offerings in apparel, accessories, beauty, entertainment, experiences, decorative home, stationary, technology and gifts.
b8ta will customize its technology platform for Macy’s, providing brands a seamless and more automated experience when signing up to participate in The Market @ Macy’s.