Macy’s Has a Plan to Survive the Retail Apocalypse

“Can you get me out of the line faster? Can you do that? Why, when I go to Herald Square, do I have this glorious experience, and when I go to this other store I don’t? Why doesn’t your app show me where I can go get that item that I’ve already put into my basket? I just want to feel the fabric. I just want to try it on. How do I get a sales associate faster? Where are your sales associates? Why does your restroom feel like it’s from 10 years ago, or 20 years ago?”

That’s Jeff Gennette, who’s been with Macy’s for three decades, was promoted to chief executive officer this spring, and has heard all your complaints about his stores, assuming you still shop there. He’s cautious about offering opinions, less of a public figure than his voluble predecessor, Terry Lundgren, and calm as he faces what’s become known on Wall Street as the retail apocalypse. With a few exceptions, stores everywhere are hurting—especially department stores such as Macy’s. Gennette has one of those increasingly familiar corporate career arcs: He worked himself to the top only to find that he’s on the edge of a cliff.