Dive Brief:
- Macy’s Inc. reported the highest-ever second quarter net promoter scores at Bloomingdale's and Macy’s brand stores, CEO Tony Spring said on a Q2 2025 earnings call Wednesday.
- Macy’s 125 reimagined stores saw even higher net promoter scores compared to the rest of the store fleet, according to COO and CFO Tom Edwards. These stores also reported higher traffic and average order value compared to other locations.
- “We've made meaningful positive changes to our product and to our omnichannel experiences across nameplates, and our customer is responding,” Spring said during the call.
Dive Insight:
Experience improvements across Macy’s contributed to earnings that beat expectations, and the company is investing in CX as part of a broader strategy that aims to elevate the business as a whole.
“Our job is to satisfy the customer and in turn, satisfy the shareholder,” Spring said. “We have to make sure we're delivering a better experience, investing to grow the comp sales, and then leverage our structure so that we're delivering more on the bottom line.”
Better storytelling and visual merchandising, as well as additional staffing, contributed to the success of the reimagined 125 stores, according to Spring. The company is asking local leaders about what customers want as well.
The first 50 stores were revamped in 2024, and the other 75 were updated in early 2025.
Macy's leaders are testing, iterating, refining a variety of initiatives across the retailer’s businesses, according to Spring. The company is investing in its digital experience as well.
“I invite you to look at macys.com today versus just three months ago,” Spring said. “We're providing a richer, product-driven, trend-driven, storytelling experience.”
Macy’s Inc. net sales fell 2.5% year over year to $4.8 billion, according to the second quarter 2025 earnings report. However, comparable sales rose 1.9% year over year across the Macy’s Inc. business, with Macy’s, Bloomingdale’s and Blue Mercury all reporting positive growth.
Comparable sales at Macy’s and Macy’s Inc. were the strongest in 12 quarters, according to Spring.
