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Macy's Millennial strategy unveiled
22 Mar '12
4 min read
Consistent with Macy's Omnichannel strategy, stores, online and mobile will come together to provide customers with a seamless shopping experience. Macy's will continue to add functionality to its website. Microsites within macys.com will highlight key fashions, tips and events. Plans call for more expert bloggers on macys.com providing direction and advice to Millennials, as well as other customers.
In-Store Improvements – Macy's stores will use adjacencies, signage and technology to make it easy for customers to find what they are looking for. Associates will be better trained to offer advice and direction to help customers accessorize from head to toe. Visual merchandising will be refreshed more often, with presentations and displays that emphasize brands and lifestyles. Value will continue to be an important part of the equation in mstylelab and Impulse.
Organizational Structure – Macy's is adjusting its organizational structure to support the Millennial strategy with speed in decision-making and product development, and to ensure that all thinking and resources are aligned. These adjustments will allow central office buyers, planners, marketers, private brand developers, visual merchandisers and support teams to collaborate more closely across functions to execute strategies and drive the business.
“Our Millennial initiative will help Macy's to build this fast-paced business and better serve a large and dynamic group of customers. This is an exciting time to be at Macy's as we continue to break new ground and grow our market share,” Gennette said.
Macy's, Inc., with corporate offices in Cincinnati and New York, is one of the nation's premier retailers, with fiscal 2011 sales of $26.4 billion.
In-Store Improvements – Macy's stores will use adjacencies, signage and technology to make it easy for customers to find what they are looking for. Associates will be better trained to offer advice and direction to help customers accessorize from head to toe. Visual merchandising will be refreshed more often, with presentations and displays that emphasize brands and lifestyles. Value will continue to be an important part of the equation in mstylelab and Impulse.
Organizational Structure – Macy's is adjusting its organizational structure to support the Millennial strategy with speed in decision-making and product development, and to ensure that all thinking and resources are aligned. These adjustments will allow central office buyers, planners, marketers, private brand developers, visual merchandisers and support teams to collaborate more closely across functions to execute strategies and drive the business.
“Our Millennial initiative will help Macy's to build this fast-paced business and better serve a large and dynamic group of customers. This is an exciting time to be at Macy's as we continue to break new ground and grow our market share,” Gennette said.
Macy's, Inc., with corporate offices in Cincinnati and New York, is one of the nation's premier retailers, with fiscal 2011 sales of $26.4 billion.
Macy's Inc
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