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

 Assortments  Price Simplification  Improving the Shopping Experience  Marketing

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”

 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

 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

 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

 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

 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 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

 Create a unified organization  Centralize Macy’s  Enhance focus in local markets  Central station is still in New York

 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

 macysinc.com   