Macy's View on Competitor's Social Media Campaign

Week 5
Macy's Merchandising Group LLC

Macy's View on Competitor's Social Media Campaign

Recently I discovered an article on the Women's Wear Daily website involving one of Macy's competitors, Nordstrom. In this article, Rachel Brown highlights the new Social Media convergence of online and in-store where Nordstrom has begun to highlight their heavily pinned in-store items on Pinterest. This campaign was carried out through the use of the interest logo on hangtags, cards, and clips that are attached to cloths and accessories. Currently Nordstrom has 13 stores with the Pinterest Logo affixed to their items. These stores are located along the West Coast, Midwest, and East Coast. And each store with these pinterest items are selected and replenished based on a "store-by-store basis"said Johnson, "[W]e can figure out what product is most relevant for a store within the most pinned product.” The amount of products were also decided not by Nordstrom corporate but by the sales associates of the stores.

Upon reading this article, it definitely sparked my interest, since the major concern of Macy's Inc. right now is how to capture the millennial market. Instead of going to my supervisor with this article, I went to my Human Resource head to talk about this newest development. After explaining the article to her and relating it Macy's, I asked for Morgan's thoughts on the matter.

Morgan said, "I think this route that Nordstrom is taking is a great idea. And here at Macy's we have also been working on being connected with the millennial market by heavily investing in our dot com business that is growing substantially each year. Our dot com has been working on its website to include Twitter, Pinterest, and other functions to connect with the millennial market. And that isn't all. Macy's Inc. is utilizing you guys (interns) who are our millennial market to be our think tank each year, by providing invaluable feedback for future initiatives. And with your feedback we have been able to put on successful initiatives like pop up shops and pinterest-abilities on our home page. Like Nordstrom and other competitors, Macy's is always on the look out on how to appease the customer. Our methods may be a little different, but they always produce results."

Brown, R. (2013, July 2). Nordstrom Touts Merchandise with Pinterest. Retrieved July 3, 2013 from: http://www.wwd.com/retail-news/marketing-consumer-behavior/nordstrom-touts-merch-with-pinterest-7034768