My Macy’s Program: Trying to Lure You Back

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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 Macys.com: 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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  • Budget Babe

    You summed up my thoughts exactly! And I’m from Chicago, so I speak with some authority (ahem) when I say we will not soon forget what Macy’s did to our beloved Marshall Field’s.

    Oh and the Frangos? Don’t taste the same, haven’t for years. Not sure where they are made now but they’re no longer made in Chicago either. Shame on you Macy’s!

  • takeplacebo

    once upon a time there was this magical and fabulous store called hudson’s (i’m from michigan).  it was one of my most favorite department stores to shop at.  a few years later, it was bought out by marshall field’s.  fine, i could still shop here as they retained all the merchandise and great customer service and appealing store displays.  then macy’s moved in and changed EVERYTHING.  result: i have yet to shop there.  but i know one thing is for certain, i will never shop there.  unappealing displays, rude salespeople and everything just piled up on top of each other.

    i’d rather be shopping at nordstrom’s or jc penny.  even sears is putting macy’s to shame, in my opinion.

  • lorra

    Just showed my hubby 4 shirts bought at Macys in a nearby town in MA.  $69. each with 75% off and I missed a $20. off $50 coupon by 50 cents came to $49.50.  Also 2 shirts came from a company that doesn’t accept coupons.  Saleswoman recognized me as a shopper acoholic who is in the store often.  She gave me the discount.  Got the four shirts for 29.50.  I just won’t buy unless its on the 75% rack and I bring a coupon.  I also want the better brands.