What: Retail dive discusses the new features brought by Bloomingdale’s new concept

Why it is important: More than its format, allowing to be out of malls and closer to customers, the most interesting features are the multitasking instore staff, the services desks which is a one-stop-for-all, and the capability to seamlessly connect both salespersons and customers with stocks and sales advisors from bigger central stores in capital cities such as NY.

Bloomie’s, the new format from Bloomingdales launched last 26 August]({{https://www.iads.org/web/iads/3658-what-bloomies-means-to-the-future-of-bloomingdales.php}}) and part of the [Polaris strategy to turn around the business, is seen to be an alternative path for retail in the US. It features a very curated selection of products and a wide array of services (personal stylists, return dropbox, in-store and kerb side pickup, alteration services) in a surface of only 2,200 sqm. Product discovery is also combined with entertainment with a local café and bar.

Following the strategies of Nordstrom (Nordstrom local), and Macy’s (Macy’s market), the goal is to stop being dependent on malls in terms of traffic and attractivity, while also be closer to specific consumers-types areas of living.

Retailers think that days spent at the mall with a lunch on midday are gone and customers are willing to be able to pop in and pop out stores (located closer to where they live) more easily and with more entertainment. This is why the smaller curation, which implies a more frequent rotation of products, is expected to attract customers more frequently, who will expect newness at each visit. Bloomie’s also expects to appeal at a younger demographic base.

Another interesting feature is the multiservice desk, able to answer questions, deliver online orders, take care of returns, wrap gifts, take care of alteration and deliver styling pieces of advice. It reminds somehow what Magasin du Nord and SM Retail are doing by increasing space dedicated to their services point on the sales floor. Also, a QR code on products allows to contact a Bloomingdale’s NY sales associate for more information. Also, all products can be customized according to customers’ taste.

The article mentions that sales staff went through a complete overhaul of their tasks in order to be more than sales persons and provide more services. This is not a new idea, the only question is how to achieve such a goal with the existing teams.

Is Bloomie's the future of department stores?