Federated Will Rename Stores as Macy's

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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.


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