A week from today, Bloomingdale’s will open a three level ‘re-imagined’ store in the Stanford Shopping Center in Palo Alto. At 125,000 square feet, not only will it be smaller than the unit it is replacing (220,000) but it will also be the retailer’s smallest full-line store.
The customer demanded the same experience and assortment as their well-traveled clientele know and love from their flagship locations. The retailer, taking advantage of the rare opportunity to make a second impression, is rolling out 100 brands and 68 designer shops that were not showcased at the previous location.
Sharper editing, shop ‘tightening’, and efficient floor plans enable the retailer to offer a strong assortment of women’s, men’s, children’s, and home products. “The new building in Stanford feels bigger though it’s smaller,” added Jack Hruska, EVP of creative services. About a quarter of the exterior is designed in glass, allowing for significant amounts of natural light.
TECHNOLOGY AND SERVICE
The Palo Alto store will also serve to showcase and test the company’s latest technology-enabled service philosophy.
- Smart fitting rooms have charging stations and mirrors with touch-screen lighting options.
- Wall-mounted iPads in fitting rooms allowing customers to look up product information, message associates, and forward pictures.
- Same day delivery guarantee within 15 miles.
- Order online, pick-up in-store, which has been boosting traffic, sales and lowering return rates. Hopefully it is also allowing for customer – associate relationship maintenance.
- Touchscreen tablets allowing for product previews and information sharing with associates and friends.
- Handhelds for mobile transactions, and digital customer service (emails and texts to customers without leaving the sales floor).
BLOOMINGDALE’S QUICK FACTS
- 34-unit department store chain
- $3.2 billion in sales annually
- California’s 10 stores drive about 25 percent of the company’s total sales
- The 59th Street flagship in Manhattan also generates about a quarter of the company’s sales