Opening an outlet store within an existing store is an interesting experiment said Marc Kalan in

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Friday, March 31, 2017
Woodbridge, NJ

Attention shoppers: there is a new outlet store with designer deals in town, but it has a familiar name.

And shoppers willing to brave Friday's windy, rainy weather got a sneak peek at Macy's Backstage The Outlet Store, on the third floor of Macy's at Woodbridge Center, which officially opens Saturday, April 1. 

The Backstage opening comes amid last month's Macy's announcement to close 68 stores, including three in New Jersey but not Central Jersey.

Marc Kalan, Rutgers Business School assistant professor of marketing, said it's an interesting concept what Macy's is doing, opening an outlet store within an existing store.
"If it draws traffic into the base store, it's a clever and good idea," said Kalan, adding that retail stores still face challenges from big-box and online retailers.

"The whole retail sector is feeling challenged," he said.

He questions if Macy's might be getting an incentive from the mall owner who is challenged by empty store fronts and perhaps this is an experiment.

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TAGS: Marc Kalan Marketing