Kevin Hillstrom: MineThatData

Exploring How Customers Interact With Advertising, Products, Brands, and Channels, using Multichannel Forensics.

February 06, 2008

Labels: Macy's

At 1:15 AM , Anonymous said...: Kevin,
Macy's has strived the most in the last 2 years to be THE multichannel industry. They merged with MAYCO to create a huge national chain under one name(destroying legacy of several regional names in process), mailed catalogs, a magazine called M, $100 million on a national advertising campaign featuring celebs as diverse as Usher, Jessica Simpson and Donald Trump, a brand new facility and focus on their website, and concentrated on a few select "exclusive" brands.
Sounds like the right formula?
In your opinion, Kevin,(and your readers) what went wrong and how would you correct?
K
At 9:26 AM , Kevin Hillstrom said...: I won't speak for Macy's, because history may prove them right. Five years ago, pundits said department stores were dead ... I worked at a department store, 50,000 of my co-workers proved a handful of pundits wrong.

All I will say is that booksmarts and best practices do not equal multichannel brilliance.

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