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

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Transcript

  • 1. Our customer centricity journey1) Strategic Custom er Focus2) Unifying Custom er Languages3) Activating Against Custom er Insights2
  • 2. OUR STRATEGIC CUSTOMER FOCUSAS A COMPANY
  • 3. “CUSTOMERS FIRST” HAS ALWAYS BEEN A PRIORITY
  • 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. 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. unifyingCUSTOMERLANGUAGES
  • 7. What, so w hat, now w hat???9
  • 8. Activating againstcustomer insights
  • 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. 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. Relevance and Customization is even more important thanpersonalization Personalized emails Localized content13
  • 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. Mobile: shopping, information, marketing
  • 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. Thank you for listening; any questions? Julie Bernard – GVP, Custom er Centricity, Marketing  julie.bernard@m acys.com 212.494.749017