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Whitley Shannon

on 30 September 2013

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Transcript of Macy's

The Magic of Macy's
Stars-In-A-Row by
Whitley Shannon Organizational Background

Macy's was founded in 1929 by Rowland Hussey Macy
Started out as a dry goods store
Star logo is a symbol for success Organization Background

800 stores and furniture galleries in 45 states, D.C., Guam, and Puerto Rico
171,000 employees
Headquarters in New York and Cincinnati Organization Background

Macy's is known for several first, some include:
Promote a woman to an executive position
One-price system
Quoting prices in newspaper ads Organization Background

Has produced the annual Macy's Thanksgiving Day Parade in New York since 1924
Has sponsored the Fourth of July fireworks display since 1976 Products

Women Clothes Dining
Men Clothes Jewelry
Juniors Clothes Handbags
Children Clothes Fragrance
Furniture Shoes
Makeup Bed and Bath
Wedding Registry Markets

Macy's competes in the apparel and beauty market. They are known for providing diverse merchandise to fit everyone's style. Competitive Environment

Macy's is a mid-range to upscale departement store.

JCPenney Nordstrom
Dillard's Neiman Marcus
Belk Saks Fifth Avenue Economic Environment

"Macy's has been beating estimates for same-store sales for several months, posting year-over-year comparable store sales growth of 3.7 percent. In its peer group, Macy's is one of the industry's star performers." Demographic Environment

High Rise Renters
Wealthy Seaboard Suburbs
City Lights
Urban Melting Pot

Esri's Tapestry Segmentation S.W.O.T. Analysis

Through omni-channel, customers are able to shop seamlessly
The employees are what makes Macy's strong S.W.O.T. Analysis

Scheduling system S.W.O.T. Analysis S.W.O.T. Analysis Marketing Objective

Increase sales by 10% at all Macy's stores during the month of February with the use of Macy's Stars-In-A-Row. Product

Object of the game is to get customers to return in February when sales are at their lowest Target Market

Females, 18-60, who live in the surrounding areas of a Macy's store that love to shop for quality merchandise at department store retail chains.

$60.5 million
$58.8 million for tv commercials
$350k/30 secs
Each region in charge of their own newspaper ads
$1,402,500 for 3 million game boards
$30,500 for 31.5 million specialty stickers
$257k miscellaneous

Macy's spent $1.51 billion on advertising last year Promotions

TV commercial will start airing 2 weeks before the month of February.
ABC, CBS, NBC, Bravo, Oxygen, and ABC Family Promotions

Newspaper advertisements will advertise the game board in the February catalogue
Signs in every store
Online banners at Macys.com Distribution

Customers can receive game boards at checkout, in the monthly catalogue, or online
When a purchase is made, associates will place a specialty sticker over the corresponding task completed Distribution

This will continue for the month of February
In March, customers may start redeeming their discounts
Managers will be equipped with $50 cards for those who completed the entire board Distribution

Whenever a customer redeems their reward, the game board will be taken away
Customers will have until August 31 to redeem their rewards Timeline of Events

Jan. 18, 2014- Commercials start to air
Jan. 19, 2014- Newspaper ads are printed
Jan. 26, 2014- February catalogue is distributed
Feb. 1, 2014- Stars-In-A-Row starts
Feb. 28, 2014- Stars-In-A-Row ends
March 1, 2014- Reward redemption starts
Aug. 31, 2014- Reward redemption ends Macy's opportunities seems endless when it comes to technology! Macy's not carrying items that their competitors carry
Business is seasonal High Rise Renters

Mix: Ethnically Diverse
Single Parent and Single Person
Median Age: 30
Occupations: Service, Professional, and Office/Administrative
Median Income: $26,297. Because of unemployment 18% receive public assistance
Education: Over 60% age 25+ have graduated from high school, 33% attended college, and 12% received a bachelor's or graduates degree. Wealthy Seaboard Suburbs

Mix: Ethnic Diversity is low; mostly white
Two-thirds are married and more than half do not have children
Median Age: 43.3
Occupations: Professional or Management positions. Majority receive supplemental income from interest, dividends, and rental properties.
Median Income: $96,498 City Lights

Mix: Slightly higher than the US level; higher ratios of Asian, Hispanic, and multiracial
Composed of families and singles
Median Age: 38.6
Occupations: White Collar and Service Occupations
Median Income: $63,959 Urban Melting Pot

Mix: Distinctly Diverse; 1 in 4 are Hispanic, Whites 47%, Asians 30%, Multiracial 6%
45% married couple families, 30% singles, and remaining are a mix
Median Age: 36.8
Occupations: Almost half work in the Service Industry
Median Income: $44,349; Some receive income from Supplemental Security Income and public assistance
Education: Varies Social & Cultural Environment

Macy's annual Thanksgiving Day Parade and Fourth of July Firework shows have became significant events that many people look forward to every year. Political & Legal Environment

Nov. 2012, 350,000 signed a petition urging Macy's to fire Donald Trump as a celebrity spokesman
Dec. 2011, Natalie Johnson was fired for refusing to let a transgendered woman change in the women's dressing room. This caused an uproar in the LGBT and Christian communities
Jan. 2012, Macy's sued Martha Stewart for a breach of contract Technological Environment

292 stores are connected through Omni-channel.
This is expected to increase to 500 by this fall
A few Macy's will now be equipped with iPod registers to create a faster and easier shopping experience Associates will put a sticker on completed task at checkout
Customers try to get 3-in-a-row
Discount rewards range from 10-35% off
Full boards get $50 gift card Price
Full transcript