Macy's Talks Up Name Change

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In conjunction with a previously announced name change of Federated's regional department stores to Macy's, the company yesterday revealed an advertising and marketing campaign to introduce the new entity to consumers.


The names of Bon-Macy's, Burdines-Macy's, Goldsmith's-Macy's, Lazarus-Macy's and Rich's-Macy's officially change to Macy's effective March 6. The company expects that exterior signage on at least two-thirds of the stores will be converted by that time.


March 6 is also the start date for a national marketing and ad campaign to introduce the new national Macy's nameplate. It will include full-page ads in national and local newspapers, TV advertising and direct mailings to Macy's credit card customers.


Debuting simultaneously will be a new Macy's customer loyalty program called Star Rewards. New Macy's credit cards and information about the program will mail to 14 million credit card customers through the second week of March.


Special events to benefit local nonprofit organizations, fireworks displays and mini-Macy's parades are also scheduled in selected cities.


Chantal Todé covers catalog and retail news and BTB marketing for DM News and DM News.com. To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting www.dmnews.com/newsletters





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