Date post: | 12-Jan-2016 |
Category: |
Documents |
Upload: | annis-shields |
View: | 218 times |
Download: | 0 times |
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
History
Assortments Price Simplification Improving the Shopping Experience Marketing
4 Stategic Priorities
• 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)
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
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
Online at macys.com sales expected to top $1B in 2008
Unique Selling Methods
Extras
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
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”
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”
Create a unified organization Centralize Macy’s Enhance focus in local markets Central station is still in New York
Goal of “My Macy’s”
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
macysinc.com www.dmnews.com www.allbusiness.com www.wikinvest.com
References