Experience the Magic of. Founder: Rowlnd Hussey (age 36) Opened 1858 in New York City First day...
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Transcript of Experience the Magic of. Founder: Rowlnd Hussey (age 36) Opened 1858 in New York City First day...
![Page 1: Experience the Magic of. Founder: Rowlnd Hussey (age 36) Opened 1858 in New York City First day sales: $11.06 End-of-year sales: almost $90,000.](https://reader036.fdocuments.us/reader036/viewer/2022062314/56649ea25503460f94ba5897/html5/thumbnails/1.jpg)
Experience the Magic of
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Founder: Rowlnd Hussey (age 36) Opened 1858 in New York City First day sales: $11.06 End-of-year sales: almost $90,000
History
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Assortments Price Simplification Improving the Shopping Experience Marketing
4 Stategic Priorities
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• May 2003 to support the company’s focus on marketing
• Responsible for developing sale promotion programs both nationally and locally
• Manages public relations and annual events• Builds the Macy’s brand while maximizing the
return on its significant investment in marketing• Goal is to move Macy’s marketing program and
advertising to a “category of one”
Macy’s Corporate Marketing (MCM)
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Fashion magazines Digital and online media Promotional advertising on specific items
and prices Directly involving the customer
◦ Thanksgiving Day Parade◦ Local store personal appearances◦ In-store fashion and cooking shows◦ Fourth of July Fireworks◦ Flower shows◦ Celebrity appearances
Advertising Techniques
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Unique Merchandise◦ 35% of sales are in brands that are exclusive to
Macy’s or or in limited distribution Restaurants inside the store Charity
◦ $1 for every Santa letter◦ Proceeds went to Make-A-Wish Foundation
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Online at macys.com sales expected to top $1B in 2008
Unique Selling Methods
Extras
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The 2007 TV ad with celebrities was a great ad: celebrities, glitz, and fun
Not all stores reflected the appeal the ad had
Newer stores did Older store did not Macy’s overpromised in their ads, leaving
many people feeling dissappointed
Downfalls
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Began in 2003 Macy’s Rewards Campaign Customers give back to local charities For each Thanks for Sharing program
member, Macy’s donates $10 which goes to Go Red For Women Campaign and Make-A-Wish
Raises an unprecedented $14.7 million for charity
“Thanks for Sharing”
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7,000 layoffs (4% of the country’s total workforce) Ensure every store is “just right” for the customer
in that location Each store is individually tailored Reduces previoulsy planned expenses of $400M
per year starting in 2010 Nationwide, divided into 69 demographic locations
that will have 10-12 stores each Creates 49 new districts which means 1,200 new
jobs Districts will focus more on what consumers in
those areas want to buy
“My Macy’s”
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Create a unified organization Centralize Macy’s Enhance focus in local markets Central station is still in New York
Goal of “My Macy’s”
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Direct mail had a 54 page “Mayalog” sent to homes in the new marketplace-2006
In-store block and shopping parties Gift card giveaway Thanksgiving Day Parade Give a lot to charities
Other Methods
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macysinc.com www.dmnews.com www.allbusiness.com www.wikinvest.com
References