Macy's explores local focus

Macy's explores local focus
Tags: Customer Service, Department Stores, Marketing, Retail - Apparel, Retail - General
March 25, 2008

Advertising Age: Peter Sachse, like many marketers before him, is doing a tricky balancing act: trying to find the perfect mix of national and local. Some 18 months after it reinvented itself as the country's largest department-store chain by aligning all its brands under one nameplate, Macy's chief marketing officer is seeking to balance its one-size-fits-all, star-studded national TV campaign with locally tailored products and promotions.