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Will Adding Off-price Shops Lift Macy’s Full-price Stores?

Macy’s is setting up shops promoting its off-price Backstage concept in 45 of the chain’s full-price stores in time for Christmas. Will the addition of Backstage shops inside of Macy’s help lift overall store performance over the short and long run? According to Mark Ryski CEO & Founder of HeadCount Corporation “The addition of Backstage won’t hurt Macy’s, but it’s hard to say if it will help. Macy’s should measure traffic and conversion rates in Backstage vs. the main store in order to determine if Backstage is merely drawing from existing Macy’s store traffic or if there may be some incremental traffic gain. Conversion rates are also key”.   Read the article