Our customer centricity journey1) Strategic Custom er Focus2) Unifying Custom er Languages3) Activating Against Custom er ...
OUR STRATEGIC CUSTOMER    FOCUSAS A COMPANY
“CUSTOMERS FIRST” HAS ALWAYS BEEN A PRIORITY
OUR INDUSTRY-LEADING CUSTOMER DATABASE - “BIGDATA”                  33 m illion active                  households/year   ...
Communicate a data- inform customer strategy                              ed    Large $ Sales Opportunity over Five Year H...
unifyingCUSTOMERLANGUAGES
What, so w hat, now w hat???9
Activating againstcustomer insights
Loyalty - Emotional and rational connections                 *************************                         ***********...
Omnichannel behavior analysis informing truly customdirect mail, Email, Display     Num ber of Different Versions         ...
Relevance and Customization is even more important thanpersonalization                                       Personalized ...
custom recommendations based on data analysis, deliveredat every decision moment            MORE                    BETTER...
Mobile: shopping, information, marketing
APPLY PASSION, PATIENCE AND PERSEVERANCE TOSIMPLY LEAP OVER THE HURDLES…     1. Making the Call for Change ‘Stick’ in pres...
Thank you for listening; any questions?                Julie Bernard – GVP, Custom er Centricity, Marketing               ...
Keynote: Macy's: 150+ Years of Customer Centricity
Keynote: Macy's: 150+ Years of Customer Centricity
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Keynote: Macy's: 150+ Years of Customer Centricity

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Keynote: Macy's: 150+ Years of Customer Centricity

  1. 1. Our customer centricity journey1) Strategic Custom er Focus2) Unifying Custom er Languages3) Activating Against Custom er Insights2
  2. 2. OUR STRATEGIC CUSTOMER FOCUSAS A COMPANY
  3. 3. “CUSTOMERS FIRST” HAS ALWAYS BEEN A PRIORITY
  4. 4. OUR INDUSTRY-LEADING CUSTOMER DATABASE - “BIGDATA” 33 m illion active households/year 500 m illion transactions/year 40 terabytes of data 7 out of 10 transactions m atched to a unique custom er Behavior details: w ho is she, w hat did she buy, w hen, w here,5 how …
  5. 5. Communicate a data- inform customer strategy ed Large $ Sales Opportunity over Five Year Horizon Converting Non-Purchasers Developing Non-Loyals Retaining and Growing Loyals6
  6. 6. unifyingCUSTOMERLANGUAGES
  7. 7. What, so w hat, now w hat???9
  8. 8. Activating againstcustomer insights
  9. 9. Loyalty - Emotional and rational connections ************************* ************************* Mary Smith Mary Smith Loyalty Number ****1234 Loyalty Number ****1234 Earning Level: 5% Earning Level: 1% Earned Today: $11.25 Earned Today: $9.75 Total Earned: $11.25 Total Earned: $21.00 4 More Visits to Go ! 3 More Visits to Go ! ************************* ************************* Thank you! My Macy’s Rewards Enjoy a free coffee on us, simply present this Get 20% off your next purchase of Tommy offer Hilfiger 02/01/10 to 03/01/10 ************************* *************************11
  10. 10. Omnichannel behavior analysis informing truly customdirect mail, Email, Display Num ber of Different Versions 15,000 7,000 As m any as 500k unique direct m ail versions on a 4,700 circulation of 1MM 665 Book 1 Book 2 Book 3 Book 412
  11. 11. Relevance and Customization is even more important thanpersonalization Personalized emails Localized content13
  12. 12. custom recommendations based on data analysis, deliveredat every decision moment MORE BETTER FASTER Omnichannel Migration Increased Relevancy Speed-to-Product Navigation Online-to-Store / Cross category shopping Product Recommendations Store-to-Online & Replenishment14
  13. 13. Mobile: shopping, information, marketing
  14. 14. APPLY PASSION, PATIENCE AND PERSEVERANCE TOSIMPLY LEAP OVER THE HURDLES… 1. Making the Call for Change ‘Stick’ in presence of Com fort Zone 2. Resource Expertise/Learning Curves 3. Work Flow /Processes 4. Costs (Real and Perceived) 5. Speed to Positive Sales Results16
  15. 15. Thank you for listening; any questions? Julie Bernard – GVP, Custom er Centricity, Marketing  julie.bernard@m acys.com 212.494.749017

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