Macy’s Local Approach Works
It’s been a long time since Macy’s acquired the former Federated
Department Stores and it seems as if the company has been trying to get itself
straightened out ever since. Heading into the holiday season, there are
signs the nation’s largest department store is finally getting to the place
envisioned when the acquisition took place and a good portion of the credit
goes to its "My
Macy’s" local assortment approach.
"We had to do something different," Terry
Lundgren, CEO of Macy’s, Inc., told Bloomberg News. "I wanted
to maximize the business on a local level, but how do you do that today with
810 Macy’s stores?"
According to a Houston Chronicle article,
the local approach Macy’s has taken can been seen by comparing two Texas cities,
Houston and San Antonio. In Houston, women buy boots, jeans and other cowgirl-type
gear at Rodeo time. In San Antonio, they look for brighter-colored clothes
This year, Macy’s promoted "Rodeo Chic" in Houston
with stores featuring boots, hats, jeans and plaid shirts. In San Antonio,
the company launched seasonal "Fiesta
George Burch, a district merchant for Macy’s who serves as a liaison
between buyers and store managers in Houston and Louisiana, told the Houston
longer we do it, the more we can learn about the customer and the more we can
refine the assortment."
Discussion Questions: What is your assessment of the My Macy’s program?
Of all the large retail chains, which one(s) do you think use local assortments
to the greatest advantage?
- Macy’s customizes goods for local markets – Bloomberg
News/The Journal Gazette
- Fit for local tastes – Houston Chronicle