Department Stores Start to Reopen

Even prior to Covid-19 hitting the U.S., department stores were in dire straits, mainly because they had failed to keep up with shoppers’ changing tastes. A few months ago, these retailers were investing in ways to win back customers, such as in-store events and experiences, but nobody could have anticipated that stores would be forced to close in order to stop the spread of a virus, or how long stores would have to remain closed.
 
Now, major department store retailers, including Nordstrom, Saks Fifth Avenue and Macy’s have announced plans to reopen, but things can’t just go back to normal—at least not yet. Each of these retailers is adapting to the post-coronavirus world with new strategies and revamped models that emphasize cleanliness and safety.
 
The only question is whether these measures will be enough to bring customers back.
 
Saks Fifth Avenue
 
Like thousands of retail stores around the country, Saks Fifth Avenue closed its doors on March 18 as the deadly coronavirus swept North America. Now, the business is aiming to reopen at least some of its 41 stores, including its flagship on Fifth Avenue in Manhattan, by June 1.
 
Saks’ new post-coronavirus plan includes a lot of changes, like sales associates who will wear black masks and passing out bottles of hand sanitizer.
 
“We can’t pretend that everything is normal,” Saks president Marc Metrick said. “I don’t think people will be standing six feet from each other 18 months from now, but there will be an interim period when they want a sense of security about how we are taking steps to protect them.”
 
The new strategy centers on making customers feel safe, using everything from disposable cosmetics samples and contactless credit-card readers to virtual shopping services that connect sales associates with clients who are hunkered down at home.
 
Saks even plans to take its employee’s temperatures with thermometers daily and potentially communicate those results to shoppers. Additionally, sales associates and housekeeping staff will sanitize the store in front of customers, not just during off hours. That includes wiping down doorknobs and seating surfaces before customers enter a dressing room. Also, say goodbye to reusable samples.
 
Nordstrom
 
On May 5, Nordstrom announced plans to permanently close 16 full-line stores and restructure its operations in an effort to minimize the impact of the coronavirus crisis.
 
Still, stores remain a core part of Nordstrom’s business. The company will reopen stores in a phased, market-by-market approach where allowed by local authorities.
 
Like Saks, the company is focusing on making customers feel safe. As Nordstrom re-opens stores, it’s making the following updates to help keep customers and employees healthy:
 

• Conducting health screenings for employees.
• Providing face coverings for employees and customers.
• Taking steps to allow for social distancing of six feet or more, including limiting the number of employees and customers in the store.
• Increasing cleaning and sanitization.
• Modifying the fitting room experience.
• Continuing to offer contactless curbside services at its full-line stores.
• Pausing or adapting high-touch services and customer events.
• Keeping tried on or returned merchandise off the salesfloor for a period of time.
• Altering hours of operation.

 
Store reopenings will begin in Spring 2020 and will continue through 2021.
 
Macy’s
 
In a COVID-19 Business Update on April 30, Jeff Gennette, chairman and CEO, and Paula Price, CFO, shared plans to reopen all of Macy’s roughly 775 stores in six weeks, if infection rates taper off as projected and state and local governments allow it.
 
On May 4, Macy’s Inc. reopened 68 US stores, in states such as Georgia and South Carolina that loosened lockdowns. A second wave of 50 stores reopened on May 11.
 
This is big news considering Macy’s is the largest US department store operator by sales, but things won’t be going back to normal. Since many shoppers remain cautious about the virus, the shopping experience will be greatly adjusted to fit the post-coronavirus world. Like other department store retailers, the new experience at Macy’s will revolve around safety and cleaning.
 
When stores reopen, social distancing will be the norm for the foreseeable future, and customers and employees will be regularly reminded of safety practices.
 
All colleagues, vendors and contracted personnel that work within the stores’ walls will be asked to complete wellness checks before reporting to work, and employees will be issued with cloth masks to wear at all times. Employees processing multiple goods or interacting with customers will be provided gloves.
 
Protective plexiglass will be installed at points of sale in all stores to enhance safety in the areas where social distancing cannot occur.
 
Frequently visited locations will be cleaned more regularly and visibly, including elevators, escalators, bathrooms, fitting rooms, breakrooms and frequently touched surfaces.
 
Macy's Beauty will be temporarily offering “No Touch” consultations and suspending all customer applications and spa -like services. Beauty colleagues will follow enhanced hygiene and cleaning procedures, including having testers available for customer viewing only.
 
The reopened stores will operate on reduced hours from 11 a.m. to 7 p.m.