Macy's National Approach: Go Local†

Marketing Shifts to Web, Radio and Newspapers, Away From Television

Wall Street Journal, May 21, 2008 — When Macy's decided a couple of years ago to build a national brand, it boosted its spending on television advertising. But as part of a recent move to appeal to local tastes, the retailer will emphasize media such as newspapers, radio and Internet advertising.

Overseeing the new marketing strategy is Peter Sachse, who doubles as Macy's chief marketing officer and chairman of Macy's online division. A 25-year veteran of Federated Department Stores, which last year changed its name to Macy's, he is serving his second stint as CMO. He filled the job from 2003 to 2006 before moving on to run Macys.com, resuming the role about a year ago after his successor left abruptly.

Reversing Field, Macy's Goes Local†

Wall Street Journal, April 21, 2008 — The sprawling Macy's on State Street building here was once the home to the premier name in Chicago retailing, Marshall Field's. But about a year and a half ago, Macy's forged one chain with one name and one much-ballyhooed national strategy out of Marshall Field's, Robinsons-May, Kaufmann's and other local icons it owned across the country.

Now, after Macy Inc.'s same-store sales dropped 1.3% in 2007 from the previous year, Chief Executive Officer Terry Lundgren is changing course. He is ditching the nationwide cookie-cutter approach in favor of tailoring merchandise at the world's largest department-store chain by sales to local tastes.

Disney Hit Proves YouTube Isn't Only Way to Target Teens†

Net Turns to Libraries, Little League to Push 'HSM2'

Advertising Age, August 6, 2007 — Facebook? Forget it.

MySpace? YouTube? Um, like, nuh-uh! Or as Sharpay Evans would say, "Toodles!"

Kids may spend most every waking hour online, but when it came to marketing the sequel to "High School Musical," Disney Channel had little choice but to go decidedly old-school.

Macy's Drops 'Mock Homes' for Martha Stewart†

Wall Street Journal, June 11, 2007 — Last spring, Macy's Inc. Chief Executive Terry Lundgren came up with an ambitious plan to display a massive new line of home goods produced exclusively by Martha Stewart: creating 3,000-square foot mock "homes" in key stores. Home builder KB Home planned to build the huge showcases inside Macy's stores in such cities as New York, Chicago and San Francisco.

But Macy's now has canceled the mock-home plan, citing a sharp decline in the housing market.

Federated, Shmederated; Call It Macy's

Forbes, February 27, 2007 — Come this summer, don't be confused when you can no longer find one of the country's biggest retailers in the phone book. Federated Department Stores (nyse: FD - news - people ) announced Tuesday morning that its directors will ask shareholders to change the company's name. If approved, the company will be known as Macy's Group, effective June 1.

Departments of Energy†

Brandweek, February 26, 2007 — When one big retailer acquires another big retailer, replacing the name over the front doors in locations across the country, maybe it's big news for employees and shareholders, but you can't expect dancing in the streets. Yet, if that retailer is Macy's parent Federated Department Stores, which absorbed 400 May Co. stores, maybe you actually can.