Federated Will Rename Stores as Macy's

Share this article:
All regional Federated department stores will change their names to Macy's in January, the company said yesterday. The decision affects regional stores that operate as Burdines-Macy's in Florida, Bon-Macy's in the Pacific Northwest, Goldsmith's-Macy's in Tennessee, Lazarus-Macy's in the Midwest and Rich's-Macy's in the Southeast.


Macy's also plans to introduce a new national customer loyalty program and an enhanced national gift and bridal registry. The loyalty program "will be more robust and will have more advantages for our credit card customers," said Peter Sachsi, Federated's chief marketing officer.


Circulars and catalogs will continue to be produced by regional marketing departments to reflect each area's "hometown values," he said.


One of the biggest changes next year involves macys.com. Currently, links to each of the regional chains are found at the bottom of the home page. Next year, visitors to the site will be asked to type in their ZIP code in order to view the circulars and catalogs online for their region.


The company also expects to have greater leverage in developing exclusive merchandising arrangements with vendors and to expand its own private-label brands as a result of the name change.


Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Multichannel Marketing

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Multichannel Marketing

Complexity's What Marketers Got, Simplicity's What They Want

Complexity's What Marketers Got, Simplicity's What They Want

Customer insights managers want campaign management tools to remain easy to use, even as they up their games with multi-layered campaigns.

Wine.com Uncorks New Digital Marketing Opportunities

Wine.com Uncorks New Digital Marketing Opportunities

The online wine retailer's strategy incorporates different flavors and depths.

93% of Companies Are Ineffective at Cross-Channel Marketing

93% of Companies Are Ineffective at Cross-Channel Marketing ...

Companies point to a lack of resources as the most common reason for lackluster marketing integration, a study says.