Macy’s North Star Strategy

R.H. Macy chose the star as our company symbol when he first founded the business more than 150 years ago. It was derived from a red star tattoo on his forearm from his sailing days, and inspired by the North Star, which always guided him toward an optimistic future. From the beginning, Macy the man and Macy’s the store had a sense of exploration and a willingness to push boundaries. Those same traits are evident today as we reinvent Macy’s once again.

Five Points to the North Star Strategy

Point 1: From Familiar to Favorite includes everything we do to dial our brand to full bright at all touch points. Consumer research confirms the Macy’s brand is well-known and well-loved throughout the country and growing across the world. Actions in this point include understanding and anticipating our customers’ needs and strengthening our fashion authority, as well as executing initiatives around our loyalty and pricing strategies.

Point 2: It Must Be Macy’s is all about delivering the products and experiences our customers love and can only find with us. This includes styles and home fashion for every day and special occasions, from our leading private brands, as well as exclusive national brands or assortments found only at Macy’s. It celebrates our iconic events. This point also encompasses our strategies to appeal to more value-oriented customers in Macy’s Backstage and Last Act.

Point 3: Every Experience Matters, in-store and online. Our competitive advantage is the ability to combine the human touch in our physical stores with cutting-edge technology. We are enhancing our customers’ experience as they explore our assortments, find their favorite styles, sizes and colors, and receive their purchase through the shopping channels they prefer.

Our mobile app and digital capabilities complement the store experience and help our talented sales associates serve our customers better than ever. Macy’s app powers personalized recommendations, serves as a loyalty tool to deepen our customer relationships, and offers a simplified product discovery and checkout process. Our successful Buy Online Pickup in Store (BOPS) option will continue to provide customers with the omnichannel shopping experience they love.

Point 4: Funding our Future represents the decisions and actions we take to create resources to fuel our growth. We are focused on cost reduction and reinvestment, and creating value from our real estate portfolio.

Point 5: What’s New, What’s Next explores how we innovate to turn consumer and technology trends to our advantage and drive growth. This includes exploring previously unmet customer needs and making smart investment decisions based on customer insight and analytics. We’ll use these insights to improve our digital concepts, brand partnerships and acquisitions, while also innovating our internal processes and customer-facing ideas.