Macy's Inc. (M - Get Report) knows it'll never be the hot new boutique in town, so instead, it wants to be your next hangout spot. Parties within stores? Cashier-less checkout? Macy's is going all-out with its brick-and-mortar turnaround. Under its North Star strategy unveiled in May, the department store is upping its brick-and-mortar appeal by spiffing up product offerings, revamping stores and rolling out innovations for customers, all the while riding the momentum of its positive comparable sales growth in the fourth quarter — the first time in 12 full quarters.