Bloomingdale’s has partnered with retail connectivity platform Lucky to allow luxury brands that sell in its stores to connect their in-store inventory to their DTC websites. The integration will allow customers to see the availability of products at their local Bloomingdale’s stores while browsing their preferred brand’s website.
For products available at Bloomindale’s, customers will have the option to purchase through the department store and choose to pick up their order at a nearby Bloomingdale’s location or to opt for home delivery. Brands will still be able to track these conversions through their ecommerce sites, allowing them to offer added convenience to customers without losing vital intelligence and sales attribution.
“We are excited to partner with Bloomingdales to transform the luxury shopping experience by bridging the gap between online discovery and immediate accessibility,” said Sneh Parmar, CEO and Co-founder of Lucky in a statement. “Bloomingdale’s has been an innovative force in luxury retail and integrating their inventory systems with Lucky’s platform creates a powerful solution for brands and their customers. This partnership enables brands to offer their online customers instant access to Bloomingdales’ curated departments, combining the convenience of digital shopping with the prestigious Bloomingdale’s experience.”
As parent company Macy’s Inc. fends off new activist investors, Bloomingdale’s remains a stronghold for the group. The department store chain continues to innovate on ways to connect with today’s luxury consumer through a range of new initiatives such as small-format stores and high-end resale tie-ins. The new Bloomingdale’s partnership with Lucky is akin to what Amazon has done for DTC brands that sell in its online store through the Buy with Prime plug-in, deepening these larger retailers’ partnership with the brands they sell by offering access to their omnichannel capabilities.
