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Inside Scoop on Macy’s Customer Loyalty Strategy

Direct Marketing News 1/16/2012]

Macy’s CMO shared loyalty insights at National Retail Federation Big Show in New York.

Seven out of 10 Americans visit a Macy’s store or its website at least once a year. That’s 70% of all Americans — a loyal base of customers that was just crying out to be capitalized upon, said Macy’s CMO Peter Sachse, in a session at the National Retail Federation’s Big Show on Jan. 16. Sachse detailed for the first time some of the specifics of its collaboration with dunnhumbyUSA on MyMacy’s, an initiative that he said has increased both sales and earnings.

With Macy’s customer loyalty program and the database, MyMacy’s, gathers and analyzes Macy’s customer data through three rubrics: MyCustomerLoyalty, which measures the intersection of frequency and sales; MyCustomerBehavior, which monitors customer behavior, such as style preferences and personal motivations in-store and online; and MyCustomerEngagement, which measures the success of the previous two.