Marketing Tactics

Macy's is revving up its beauty offerings with at-home beauty and treatment services.   The department store retailer is partnering with beGlammed, an on-demand beauty service that delivers hair and makeup to the customer’s front door. The deal will utilize beGlammed’s network of more than 1,200 stylists in 22 U.S. markets. Customers will be able to book a variety of beGlammed services, from a touch-up to bridal makeup, on macys.com/beglammed.com.  Prices will range from $25.00 to $185.00.  

The narrative is well established: Online sales are rising dramatically and having a major impact on brick-and-mortar retailers. The facts, however, are not quite so cut and dried. Internet sales still account for a remarkably small overall percentage of U.S. retail sales. A quarter century after Amazon’s first shipment was mailed, the Web accounts for less than 9% of U.S. retail sales. With sales of $500 billion, Walmart alone is the equivalent of six Amazons.