Macy's taking new approach to promotions, media, loyalty
Macy's aims to reconnect with loyal shoppers, lure in new shoppers and deploy a new mix of marketing media.
All three efforts are tied to boosting sales and communication with shoppers, according to an Ad Age report.
Stores will not be filled with 'sales' signs typically used for promotions. A new mix of marketing media will be coming into play as part of the retailer's focus for more effective and efficient marketing investment.
The changes are being driven by Macy's new chief marketing officer, Richard Lennox, who jumped Toys R Us to join the 159-year-old retailer last year.
"If you like the brand, you will listen to the messaging," Lennox told Ad Age.
The new strategy will be heavier on local TV ads and lighter on national marketing and focused on four themes: winter, spring, summer and fall.
The strategy also includes a new loyalty program which will debut at the end of the year. It will target credit card holders as well as other shoppers.
"The idea is not to pull back on promotions, it's to make sure the different species of promotions we run are clear and distinct — one-day sales aimed at deal hunters, or friends and family aimed at fashion spending," Lennox told Ad Age.