Macy’s is buying Story to amp up their Experiencification. Story is a retail space that specializes in themed pop-up shops, a marketing move that is winning with Millennials in the ecommerce age. Executives have their doubts about how the acquisition will play out for the department store though; one said, “It’s very hard to see how this concept is going to scale, particularly in malls and rural areas…” (MediaPost, WP)
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