Estimated reading time: 4 minutes · Last updated:
Macy’s NPS for its brick-and-mortar stores has risen 10 points since the retailer launched the strategy behind its Reimagine store concept in early 2024, CEO Tony Spring said on the company’s Q2 2026 earnings call. That lift comes as Macy’s operates about 200 Reimagine locations and pursues a smaller national footprint — the company says nearly 60% of its current locations will remain open as it shrinks to 350 stores throughout 2028. Executives tied the improvement to store-level investments in staffing, inventory and merchandising as well as digital and fulfilment upgrades.
The higher NPS "underscores the reaction the customer is giving us to the changes we’re making in the Macy’s store experience,"
Tony Spring, Macy’s Inc. CEO
Key takeaways
- NPS gain: Macy’s net promoter score for stores has risen 10 points since early 2024, Tony Spring said.
- Reimagine rollout: Macy’s operates about 200 Reimagine stores, which Spring said outperform legacy stores in sales and NPS.
- Company results: Macy’s Inc. reported 2.7% year-over-year comparable sales growth in Q2 2026 and net sales of $4.9 billion.
- Brand performance: Reimagine stores’ comparable sales rose 1.9% year over year; Bloomingdale’s rose 11.3% and Bluemercury rose 6.2%.
Table of contents
How Reimagine stores map to the NPS lift
Macy’s executives attribute the 10-point rise in store NPS to the Reimagine strategy launched in early 2024. Tony Spring said the higher NPS “underscores the reaction the customer is giving us to the changes we’re making in the Macy’s store experience,” citing investments in staffing, inventory and merchandising as the key in-store levers.
The company currently operates about 200 Reimagine locations. Spring told investors that these remodeled and remerchandised sites outperform legacy Macy’s stores in both sales and NPS, and that roughly 60% of locations will remain open as Macy’s plans to reduce its overall footprint to 350 stores throughout 2028.
What the numbers say about sales and brand mix
Macy’s Inc. reported 2.7% year-over-year comparable sales growth in the second quarter of 2026 and net sales of $4.9 billion, according to the company’s earnings release. At the company level Macy’s comparable sales rose 1.1% year over year, while the Reimagine locations showed stronger momentum with comparable sales rising 1.9% year over year.
Other nameplates drove outsized gains: Bloomingdale’s posted the strongest comparable sales growth at 11.3% year over year, and Bluemercury’s comparable sales increased 6.2% year over year. Macy’s executives said they are applying CX upgrades and event programs across brands to capture repeat visits and higher spend.
Back-end fixes and digital tools that support CX
Executives pointed to operational changes behind the front-line experience. CFO and COO Tom Edwards said Macy’s is using AI to ensure it has the right products in the right place to ensure in-stocks, and the company has been increasing delivery speeds while working on last-mile transparency.
Digital investments extend to customer-facing tools as well. Bloomingdale’s rolled out an AI-powered shopping assistant during the quarter, and Macy’s introduced a shopping assistant in the spring that the company is now expanding to associates to help them deliver better service.
How the strategy fits Macy’s broader plan
Macy’s is pairing a smaller physical footprint with stronger experiences in the stores it keeps. Executives framed the moves as a mix of revenue growth and cost reduction: Edwards said the company is “confident we can build on these and other initiatives to drive revenue, improve the customer experience and reduce costs.”
The company also noted progress on supply-chain pressures that affected results a year ago, allowing management to focus more squarely on customers. That combination — fewer, better stores plus digital and fulfilment improvements — is the strategic bet behind the Reimagine rollout and the brand-level CX programs.
| Name | Comparable sales YoY | Notes |
|---|---|---|
| Macy’s (company) | 2.7% (companywide) | Net sales $4.9 billion in Q2 2026 |
| Macy’s (comparable-store base) | 1.1% | Company comparable sales for Macy’s nameplate |
| Reimagine stores | 1.9% | About 200 Reimagine locations; outperform legacy stores in sales and NPS |
| Bloomingdale’s | 11.3% | Added hundreds of events across most stores; launched AI shopping assistant |
| Bluemercury | 6.2% | Comparable sales up year over year |
Case for and against further CX-driven gains
The case for
- Reimagine locations already outperform legacy stores in sales and NPS, giving a blueprint for uplift as the company scales the concept.
- Investments in AI for inventory, faster delivery speeds and expanded shopping assistants support both in-stock rates and associate-led service.
The case against
- Macy’s is shrinking to a 350-store footprint throughout 2028, concentrating physical exposure and raising execution risks during the transition.
- Operational improvements must be sustained across inventory, staffing and last-mile fulfilment to hold NPS gains as the company rebalances locations.
What to be careful about
- Execution risk as Macy’s reduces its physical footprint to 350 stores throughout 2028 while seeking to scale Reimagine results from about 200 locations.
- If staffing, inventory or merchandising investments fail to keep pace, the store-level NPS gains could reverse.
- Last-mile and fulfilment performance remains an operational exposure despite recent gains in delivery speed and transparency.
- Supply-chain and tariff pressures that affected the business a year ago could re-emerge and affect product availability or costs.
The bottom line
Macy’s says the Reimagine program is delivering measurable customer-response gains and modest sales outperformance so far: a 10-point NPS increase since early 2024, about 200 Reimagine locations and stronger comparable-sales at those sites. Executives point to staffing, merchandising and inventory investments plus digital and fulfilment upgrades — including AI for in-stocks and faster delivery — as the mechanisms. The strategic tradeoff is a smaller, better-curated store fleet that aims to balance revenue growth and cost reduction as Macy’s moves toward a 350-store footprint throughout 2028.
What to watch
- Track Macy’s progress toward its plan to reduce the retail footprint to 350 stores throughout 2028; the company has said the timeline spans throughout 2028.
- Watch for the company’s next quarterly earnings call for updated comparable-sales and NPS figures; no date has been set.
- Watch whether Macy’s expands its in-store shopping assistant to more associates and locations; no date has been set.
Frequently asked questions
How much has Macy’s NPS improved?
Tony Spring said Macy’s net promoter score for its brick-and-mortar stores has risen 10 points since the company launched the Reimagine strategy in early 2024.
How many Reimagine stores does Macy’s operate?
Macy’s operates about 200 Reimagine stores, which the company says outperform legacy Macy’s locations in sales and NPS.
What sales impact has the strategy shown so far?
Macy’s Inc. reported 2.7% year-over-year comparable sales growth in Q2 2026 and net sales of $4.9 billion; Reimagine stores’ comparable sales rose 1.9% year over year while Macy’s nameplate comparable sales rose 1.1%.
Related reading
