My Macy’s Program: Trying to Lure You Back

What: Remember two years ago when Macy’s bought what seemed like every department store that ever existed, changed the store’s names to Macy’s, and angered a ton of local shoppers? Well, apparently, Macy’s, two years later and as a part of its recent cutbacks, is going to focus more on the needs of these local markets via their My Macy’s program.

From The initiative called “My Macy’s” was developed over the past year based on customer research, as well as input from Macy’s store managers, senior division executives, merchandise vendors and industry experts. Its goal is to accelerate sales growth in existing locations by ensuring that core customers surrounding each Macy’s store find merchandise assortments, size ranges, marketing programs and shopping experiences that are custom-tailored to their needs.

What We Say: This is a classic example of a business not understanding its customer. Two years ago, Macy’s bought the beloved Midwestern department store Marshall Fields and proceed to stamp out all of the things (with the exception of the Franco Mints) that made the department store a Midwestern institution, including its name. Shoppers responded by protesting and Macy’s responded by not listening to the customers. The result? Sales dropped significantly through out the Upper Midwest.

Fast forward to 2009, and now pretty much every Macy store is underperforming. My Macy’s is an attempt to reach out to local shoppers. The real question is, do you care?


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