What Is Macy's Localization

1st Company Name / Website / Industry

Macy’s / https://www.macysinc.com/default.aspx / Department Stores

Background / History Macy’s began as a small, fancy dry goods store that opened on the corner of 14th Street and 6th Avenue in New York City in 1858. Named after its founder Rowland Hussey Macy, it would grow to be one of the largest retailers in the world. By 1902, the company had outgrew its small store stature and moved to its now famous and current location on Broadway and 34th St. The company went public in 1922 and began to open additional stores and acquire competing retailers. Macy’s continued to grow over the years, and in 1994 it was acquired by Federal Department Stores Inc., which then became known as Macy’s Inc. The current

This stands for My Macy’s localization, Omni-channel integration, and Magic-selling customer engagement. My Macy’s localization is an initiative to identify what certain regions buying preferences are. A team studies what customers are looking for currently and try to predict what they will be looking for in the future. Omni-channel integration is an initiative to allow the customers to make purchases through multiple channels, i.e. mobile or computer. The latest improvement is the announcement of being able to use Apple Pay in the near future. Magic-selling customer engagement is a training initiative for employees. It consists of a three-and-a-half hour initial training session followed by seasonal refresher courses and a coaching/mentoring program. All of this is to enhance the customer experience and make it easier for them to shop at Macy’s. One of their critical success factors is the ability to have exclusive brands, such as Alfani and International

Penney’s changed their strategy they did not truly understand what their target market wanted. However, the acquisition of exclusive brands such as Sephora and Disney are contributing to their rebound. Macy’s M.O.M. strategy clearly focuses on what it is their target market wants and how they can improve the shopping experience. Macy’s also has developed an extensive exclusive brand portfolio. These two factors have led them to become one of the leading companies in their industry.

References

Dess, G., Lumpkin, G. & Eisner, A. (2012). Strategic Management (6e). Boston: McGraw-Hill Irwin.

Encyclopedia Britannica (2014) J.C. Penney Corporation Inc. retrieved from http://www.britannica.com/EBchecked/topic/450063/JC-Penney-Corporation-Inc on October 23, 2014.

JCPenneys.com (2014) Investors retrieved from http://ir.jcpenney.com/phoenix.zhtml?c=70528&p=irol-irHome on October 23, 2014.

Loeb, W. (December 27, 2012) Macy's Vs. J.C.Penney --The Hare and The Tortoise retrieved from http://www.forbes.com/sites/walterloeb/2012/12/07/macys-versus-j-c-penney-the-hare-and-the-tortoise/ on October 23, 2014.

Macys.com (2014) About Us retrieved from https://www.macysinc.com/about-us/ on October 23, 2014.

Mourdoukoutus, P. (September 27, 2013) A Strategic Mistake That Haunts JC Penney retrieved from http://www.forbes.com/sites/panosmourdoukoutas/2013/09/27/a-strategic-mistake-that-haunts-j-c-penney/ on October 23,