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
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.