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Neiman Marcus strives to meld in-store, digital mobile customer experience in new store

High-end retailer aims to combine in-store and online customer experience in first Long Island, New York, location.

February 22, 2016

Neiman Marcus is going full throttle in ensuring shoppers visiting its newest location has the high-tech digital experience it believes today's consumers expect and want in the retail environment.

It's latest department store, a 106,000-foot Long Island space, boasts Wi-Fi and sales staff touting iPhones as well as charging stations and MemoMi memory mirrors that track customer merchandise activity. The quest is to provide a brick-and-mortar as well as mobile online experience within one retail environment.

"There is no question our customer and the next generation want both experiences," Neiman Marcus President and CEO Karen Katz tells Fortune. "They want the two channels to be completely interactive."

The store's location is part of a specific strategy, states Katz.

"We believe Long Island is underserved in terms of luxury," says Katz. "We have wanted a Long Island store for 16 years now," she adds. "We remain very enthusiastic for our plans for the New York metro area."