Macy’s expects their small-format Story experiences to be a big draw for young shoppers.

Macy’s expects their small-format Story experiences to be a big draw for young shoppers. The stores-within-stores are launching at 36 of the retailer’s locations and will feature about 400 revolving products that encourage discovery, rather than necessity, shopping. (Think: a bicycle-shaped pizza cutter.) The goal is to move away from “going to the store for a specific thing” and towards an experience “where you find what you weren’t looking for but what you wanted,” explains Macy’s brand experience officer. (Fortune)