This year Macy’s was named among the World’s Most Intriguing Brands. The most recent brand report from the Brand Finance Group ranks Macy’s 14th overall on the list of the world’s most valuable and compelling brands, up from the 18th spot it occupied last year.

Modernization

To keep up with the Joneses, retailers must constantly adapt to changing customer demands and new technologies. At Macy’s, this adaptation manifested itself in an extensive rebranding effort that started in 2016 and continues today.

In the past, Macy’s would release an all-new look every few years, but with the rise of e-commerce and the growth of online marketplaces, customers are more accustomed to having access to a wide range of products and services from a variety of vendors. This has caused a brand shift, and as a result, Macy’s has had to evolve its marketing and communications strategy to keep up with consumer expectations.

Growing Online

In today’s digital world, customers can research and compare prices and details of products before making a purchase. To remain relevant, retailers must adapt to the digital sphere and provide customers with the information they need to make informed decisions.

To attract and retain customers, retailers must provide value and strive to be the go-to source for the information they need. In an increasingly digital world, customers have come to expect digital marketing to help them discover content, products, and services that match their interests. This expectation led Macy’s to adopt a digital marketing approach well beyond standard web and email marketing to incorporate mobile marketing, social media, influencer marketing, and more.

Customer-Centric Approach

Customers are at the center of everything a retailer does, and Macy’s has made clear in its customer-centric approach that the brand values respect and considers the expectations of its audience. As a brand that prides itself on being accessible, knowledgeable, and honest, this is a natural fit.

Above all else, customer experience is what drives the success of a brand. Knowing what information and communications tools your audience uses to make buying decisions, you can tailor your approach to provide the best possible experience for your customers.

Digital Marketing

With so much information and competition available online, customers can easily find what they want and avoid brands and retailers that don’t offer the same level of service or value. In this digital sphere, customers have come to expect relevant, timely, and valuable information to guide their decision-making processes, and marketing and communication professionals must adapt to this new reality and provide customers with the content they need.

To attract and retain customers, retailers must provide them with the information they need to make informed decisions. But in today’s digital world, customers expect more than just product information. They want to feel as though they’re getting the best deal possible, and to do this, they need to be armed with the right information at the right time. This is where marketing and communications professionals can play a crucial role by creating and distributing content that is both valuable and accessible to customers.

Strategic Communications Plan

To ensure that it meets both its top and bottom lines, Macy’s developed and deployed a strategic communications plan that encompasses all facets of marketing and public relations. This allows the brand to take a more cohesive approach to promoting itself and adapting to different demographics and media channels.

The plan, which took more than a year to put into action, involves a shift to more digital forms of marketing and communications along with an adjustment to the way the brand interacts with the public. In addition to standard web and email marketing, this includes creating content for platforms like YouTube and developing strategies to maximize the reach of this content through paid ads and social media.

To further refine its strategy, the department stores have also created a digital marketing hub, dubbed the “Store of the Future,” which houses in-house marketing and communications experts who can provide expertise and support to marketing and communications professionals.

Key Takeaways

With so much information and competition available online, customers can easily find what they want and avoid brands and retailers that don’t offer the same level of service or value. In this digital sphere, customers have come to expect relevant, timely, and valuable information to guide their decision-making processes, and marketing and communications professionals must adapt to this new reality and provide customers with the content they need.

To attract and retain customers, retailers must provide them with the information they need to make informed decisions. But in today’s digital world, customers expect more than just product information. They want to feel as though they’re getting the best deal possible, and to do this, they need to be armed with the right information at the right time. This is where marketing and communications professionals can play a crucial role by creating and distributing content that is both valuable and accessible to customers.