Department stores may be falling out of favor with today’s younger consumers, but there’s a reason older shoppers keep coming back.
Whether it’s more generous return policies, promotional events or deep discounts, “if you can learn the benefits of what a store brings you, it creates a much greater experience,” said Marshal Cohen, chief retail advisor for market research firm Circana.
For example, if a sales associate doesn’t have an item you want in stock, often they’ll get it and ship it to you at no cost, Cohen said — “that’s a big perk.”
And yet, for younger shoppers, the mentality is “I don’t want to shop where my mother shops,” he said.
To be sure, at Macy’s
