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Final Macys
- 3. - Loss of loyalty (poor customer service) - Layout of merchandise - Bombardment of sales WEAKNESSES
- 4. -Leverage brand awareness - Shift brand perception from sales OPPORTUNITIES
- 6. (video of Lovers + Haters!)
- 7. COMPETITION Discount retail stores: Designer retail: Specialty stores:
- 8. - Like keeping up with Joneses - Appearances mean something to them - Purchases portray personal success achievements CONSUMER “ Brand Bargain Shoppers”
- 9. CULTURE
- 10. (150 years video) The Macy’s experience is not what it used to be.
- 11. MACY’S TODAY -Macy’s has always been a department store where confidence plays a main role in the purchases. -Due to the large volume of sales events and poor customer service, the perception of Macy’s has become indistinguishable.
- 12. BRAND IDEA Shift the perception of Macy’s from sales to communicating confidence
- 13. - Reintroduce Macy’s to the 21 st century shopping experience, the landscape has changed since the 1950’s - Modify aesthetics of visual merchandising in-store without eliminating the sales aspect - Consistency in customer service THE PROPOSAL