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The George Washington University
Asha Kumar-Omelian, Navneet Pandher, & Alexandria Paterra
EVERYDAY MAGIC, EVERYWHERE
WHO WE ARE
Senior Double Majoring in
Marketing & Event
Management. Enjoys dancing
and warm weather!
Senior Majoring in Marketing &
Minoring in Sociology. Enjoys
reading to her son & hiking with
Senior Majoring in Marketing.
Loves camping and exploring
restaurants in DC.
MACY’S: A MAGICAL BRAND
❖ Department store brand that has been at the center of American culture
for more than 150 years.
❖ Macy’s creates magical experiences for customers through a broad
product offering and iconic events like the Thanksgiving Day Parade and
the Fourth of July Fireworks.
❖ The omnichannel strategy aims to provide a seamless experience for
customers from their stores, to their website, to their app.
❖ My Macy’s - each store’s inventory and assortment is based on local and
regional demands and preferences.
The Challenge Brand Opportunities
❖ Differentiate Macy’s in a retail
landscape where omnichannel
convenience and endless choices
emerge as real threats.
❖ Position Macy’s as the dominant
retail and entertainment giant;
delivering on convenience,
innovation, valued selection and
❖ Find the right mix of category
growth, new service extensions, and
These are the brand characteristics
that Macy’s still has room to grow in
that we wish to focus on:
Millennials are becoming less and less interested in shopping at
Macy’s.There seems to be a lack of awareness of the different
Macy’s services, entertainment ventures, and social media
platforms which may have been the reason why Macy’s saw a 1.7%
drop in sales and 8% drop in earnings since last year.
❖ Macy’s must cater to the millennial customer.
❖ The millennial wants to be engaged with on social media.
❖ The millennial wants a brand that will provide them with an
experience that they can’t get in their everyday life rather than
just a product.
❖ The millennial wants to know what companies are doing in
terms of CSR, and they value social involvement.
(Information from Forbes)
The Positioning Strategy:
Macy's is the brand millennials look to, to bring inspiration and magic to every
aspect of their life through every channel and social media platform.
The Big Idea:
Everyday magic, everywhere.
Brand Opportunity Focus:
v Magic v Valued Service v Convenience v Inspiration
Tactic The Challenges Addressed
1. The Magic Team & Increasing CSR Position Macy’s as the dominant retailer and creating the
right mix of customer engagement and new services.
2. Blogger Outreach & Promotion Position Macy’s as the dominant retail and entertainment
giant that delivers innovation and valued selection &
differentiate Macy’s in a retail landscape where endless
choices and omnichannel convenience emerge as real
3. Streamlining In-Store Experience Differentiate Macy’s in a retail landscape where
omnichannel convenience and endless choices emerge
as real threats.
4. Improving Social Media Presence Creating the right mix of entertainment platforms &
position Macy’s as the dominant retail and entertainment
giant that delivers innovation and valued selection
THE MAGIC TEAM (CSR)
Forbes found that millennials prefer to shop at a company that has positive consumer social responsibility. They like to see
that the companies that they are shopping at care about the world we live in and give back to the community on a regular
❖ Macy’s would create a CSR team called the “Magic Team.” It would consist of a group of energetic Macy’s
employees committed to spreading the magic of Macy’s to the less fortunate members of the community.
❖ Macy’s Magic Team events would include delivering beanies and scarves to the homeless during the winter, holding
a prom event at various children’s hospitals and giving patients dresses and free makeup sessions, holding back to
school events with free fashionable finds for inner city students, and bringing nice clothes to senior citizens who
can’t afford them.
❖ This could be an expensive strategy in terms of providing free clothes to many people. However, the value of the
CSR benefits would outweigh the costs.
❖ This tactic would sit well with not just millennials, but the media, organizations, and all consumers.
❖ No one looks down on positive CSR.
❖ This is a long-term strategy with many options.
Right now, bloggers on Youtube and Instagram are taking the fashion industry by storm. These bloggers have large
spheres of influences with millennials and Gen X’ers. They drive valuable traffic to brand websites and stores and are the
faces of relatable, everyday fashion.
❖ Macy’s would reach out to 200 of the most popular fashion bloggers and allow them to pick certain pieces from
their clothing assortment. These bloggers would then create various looks with those pieces and promote the
Macy’s brand to their followers. Their captions can include specific keywords and hashtags.
❖ Macy’s would feature these bloggers on its social media platforms and collect their photos to create a lookbook on
Macy’s website and app. Shoppers then would be able to peruse through the lookbook of these familiar bloggers
and purchase outfits these bloggers have put together. This enhances the omnichannel experience of convenience
because shoppers will be able to visualize outfits and occasions to wear specific Macy’s products.
❖ This tactic has minimal risk or barriers of entry, besides cost. Bloggers would get the opportunity to get cost-free
clothing and accessories and Macy’s would be promoted to their followers.
❖ This tactic would help Macy’s compete in the fast fashion industry and the luxury segment.
❖ Macy’s can start with fashion and beauty bloggers on Instagram and Youtube and as the success of this tactic is
measured, it can expand to mommy, food, house decor, and other lifestyle bloggers that are relevant to Macy’s
Song of Style is one
of the most
out there. Aimee
and bloggers like
her would be great
partners as Macy’s
begins its blogger
THE IMPACT OF INSTAGRAM
Instagram has completed transfigured
the fashion industry. Users can now
shop for products by liking photos, get
exclusive sneak peaks of the latest
fashion trends, and get inspired to
create their own outfits. This is why
fashion bloggers have such a large
influence with their followers: they are
relatable, engaging, and inspire people.
v 73 Instagram photos from New York
Fashion Week were selected to be a
part of Getty Images’ Library.
v For every 1 foursquare check-in,
there are 480 Instagram photos
v The New York Times has an
Instagram account solely dedicated
to fashion, with over 189K followers.
MASTERS OF SOCIAL MEDIA
Millennials are the masters of social media and want to be brand loyal. Attract their attention by making the Macy’s
social media profiles engaging, interactive, and attractive.
❖ Accounts should be updated regularly with products and content, including pictures and videos, that place an
emphasis on how customers can daily experience the magic of Macy's in every part of their lives.
❖ Feature and promote bloggers’ posts that highlight Macy’s products to increase reach and brand awareness.
❖ Use social media analytics (e.g.: Zoomph) to understand what customers and potential customers, i.e. followers, are
talking about, interested in, and engaging with. Adjust your social media interactions and strategy to turn likes and
comments into traffic and sales.
v Consider tailoring social media profiles to the platform user preferences, or multiple social media accounts on a
platform to better target potential customers. E.g.: Instagram Accounts- Macy’s Home, Macy’s Women, Macy’s Men
v Proper social media branding is all about relevance and engagement - respond to comments in a timely manner, post
content that is relevant to current events, use trending hashtags, and “tag” your exclusive brands to highlight them.
v Consider investing in social media development and digital strategy staff or outsourcing to a social media marketing
STREAMLINE MACY’S MAGIC IN-STORE
Macy's many options and featured brands can leave customers feeling overwhelmed and exhausted. Macy's has a
powerful collection of brands, but individual brands are over played, while the Macy's brand is underplayed.
v Macy’s can diminish a consumer’s potential for decision fatigue by reducing the size and quantity of advertisements by
featured brands. Customers can then focus on the valued service & convenience of having all of their favorite brands in
v Streamline in-store branding so that the Macy’s branding is first and forefront in the customer’s mind.
v Continue to emphasize the Magic Selling training program to ensure that every customer is helped and happy - make
everyday a magical day.
v Contracts with private label brands and leased business may dictate imagery and advertisement sizes in store.
v Changing store layout and developing new Macy’s in store branding will be expensive to develop and implement,
however the reduction in ad and decision fatigue will encourage consumers to stay longer and buy more.
THE MARKETING BEHIND THE MAGIC
How we plan to bring awareness to our new tactics.
Tactic Marketing/PR Strategy Brand Opportunity
Magic Team Advertorials, Press Releases, Online
Magazine/News Articles (e.g. HerCampus,
Magic, Valued Service
Bloggers Social Media Cross Promotion Inspiration, Magic
Social Media Instagram, Pinterest, Twitter, FB, Periscope,
In-Store In-store Experience, Word-of-Mouth Valued Service,
1. Macy's is Still Struggling to Figure Out Millennials
2. Macy's Plan to Win Millenials
3. Macy's CEO Faces Company's Challenges Ahead
4. Five Millennial Trends that will Pave the Way for Marketers
5. 10 New Findings about the Millennial Consumer