Do you find it tough to win new customers or keep current shoppers coming back in today’s competitive retail market? Many retailers face challenges with pricing methods and building customer interest.

Macy’s marketing strategies have helped them achieve over $24 billion in global sales, so there’s much we can learn. 1 In this blog post, we’ll look closely at the methods Macy’s uses—such as blending online and offline shopping, and creating personalized experiences—to boost your brand awareness and build loyal shoppers. 3 You’ll quickly see how these tactics can help you too.

Key Takeaways

  • Macy’s pulls in over $24 billion globally—by merging online and physical store shopping into one smooth experience.
  • The Star Rewards loyalty program brought in 70% of Macy’s total sales in 2021, proving shoppers respond well to personalized deals.
  • Macy’s taps data from tools like Salesforce Audience Studio, keeping an eye on customer preferences and sending them deals based on previous buys.
  • “Ship from store” runs through 868 Macy’s locations, speeding up online orders and making life easier for shoppers.
  • Macy’s wants private brands to jump from 16% of current sales to 25% by 2025—and they’ll introduce four new names along the way.

Key Components of Macy’s Marketing Strategy

Macy’s storefront in urban shopping district with vibrant window display.

Macy’s focuses on three main parts in their marketing plan. These parts work together to help them stay ahead in the tough retail world.

Customer-Centric Approach

I always make customers my priority—in every part of my marketing plan. Everything centers around what people truly want and need from their Macy’s visits, both in-store and online.

By creating personal shopping moments, Macy’s connects deeply with each customer. And it pays off—over 70% of total sales tied back to the Star Rewards loyalty program in 2021 alone. 1

One-on-one styling services make shoppers feel valued and understood. Shoppers get personal fashion advice, attention, and tailored recommendations. The Star Rewards program also helps: shoppers earn points, exclusive discounts, and special deals they can’t find anywhere else.

This winning combo of personal attention and tangible perks encourages shoppers to return often. In fact, these strategies have transformed plenty of first-time Macy’s visitors into loyal, repeat customers—preferring Macy’s to competitors again and again. 2

Omnichannel Integration

My digital update began back in 2010, aiming to connect every path shoppers use. Now, the “ship from store” feature runs in 868 Macy’s stores nationwide—letting people order online, then receive products directly from their local shop.

The idea is pretty clear: create easy shopping, whether you’re browsing in-store or scrolling through your phone. 4

My team looks closely at customer data, from what you buy to how you shop. Using these habits, we offer personal suggestions that fit your taste. This approach boosts sales and helps shoppers feel appreciated at the same time.

Blending traditional stores with modern tech has given my website and app a huge upgrade. Next, we’ll explore how data shapes personalized moments for every shopper. 3

Data-Driven Personalization

I’ve noticed how Macy’s uses data tools to improve shopping for everyone. They track customer interests and purchases using systems like Salesforce Audience Studio and Akamai mPulse.

This allows Macy’s to create personalized deals based on your buying history. For instance, if you typically purchase Nike sneakers, you’ll likely receive notifications about new Nike releases or special discounts. 1

Through data analytics, Macy’s understands customer behavior well—both online and in-store. The company regularly sends tailored emails and app alerts matching individual preferences.

Even the Macy’s website adapts product suggestions according to your browsing patterns. This personalized experience encourages customers to stay loyal, especially in today’s crowded market.

Now let’s look at how Macy’s crafts creative marketing strategies to stand out throughout the year.

Innovative Marketing Campaigns

Macy’s wows shoppers with fresh marketing ideas each season. Their campaigns blend online buzz with in-store magic to keep customers coming back.

Seasonal and Event-Based Promotions

Special sales are a powerful way to pull shoppers into stores, and timing matters—a lot.

  1. Every year, Macy’s Thanksgiving Day Parade marks the start of holiday shopping, watched by millions—it connects our brand naturally with family traditions everywhere.
  2. Back-to-school events in late summer catch families who need clothes and supplies—timely offers match exactly what shoppers search for at key moments.
  3. Holiday promotions bring big sales through limited-time offers and convenient gift ideas; festive store displays and visits from Santa attract crowds, while online deals boost digital numbers.
  4. Flash sales with quick countdown timers prompt people to buy immediately, often offering steep discounts on hot products.
  5. Loyalty events reward regular customers with sneak-peek access to new items, special shopping evenings that strengthen connections to our brand. 5
  6. Seasonal lookbooks and fashion shows spotlight what’s in style for spring, summer, fall, and winter—positioning us as retail fashion leaders customers trust.
  7. Clearance sales manage inventory and attract budget-savvy shoppers; January sales clear shelves for next season’s items.
  8. Pop-ups and special store displays introduce fresh product lines or new partnerships, giving repeat shoppers fresh reasons to visit.
  9. Gift card incentives offered during busy shopping periods encourage future visits; bonus cards make sure customers come back later.
  10. Social-media contests tied to holidays or seasonal themes boost engagement and bring in new followers; user-created content expands marketing reach for little cost.

Collaborations with Influencers and Partners

Macy’s leverages seasonal promotions and famous partnerships to stay connected with shoppers and stand apart.

  • Big-name celebrities partner with Macy’s—creating excitement and drawing attention to store products.
  • Partnerships with popular brands, like Calvin Klein and Adidas, offer customers exclusive items not sold anywhere else.
  • Influencers help Macy’s increase exposure on social media, meeting younger customers on platforms they regularly use. 6
  • In 2020, Macy’s launched the Macy’s Media Network, providing brands advertising opportunities directly on Macy’s website and mobile app.
  • Through these collaborations, Macy’s can remain relevant and noticeable in a busy, tough retail market.
  • Macy’s aims to add 400 more third-party brands online, increasing selection for customers.
  • In 2022, private brands accounted for 16% of Macy’s total sales; the company intends to grow this figure to 25% by 2025.
  • A new private brand called “On 34th” launched in August 2023, kicking off Macy’s initiative to introduce four private brands by 2025.
  • These combined partnerships attract different types of shoppers, keeping Macy’s offerings fresh and appealing.
  • Macy’s collaborations build stronger shopper connections, promoting repeat visits and customer loyalty.

Digital and In-Store Marketing Channels

Macy’s mixes online and in-store marketing to reach shoppers everywhere. Their digital tools and physical spaces work together to create a complete shopping journey.

E-Commerce and Mobile App

I’ve noticed how Macy’s uses digital tools to stay ahead in retail today. In 2021, Statista ranked the Macy’s website as the second highest-earning fashion retailer in the U.S. 7 Online or through their app, Macy’s always puts the customer first.

They use shopper data to suggest products and deals that fit each person’s preferences. This savvy method helped Macy’s achieve $24.4 billion in net sales in 2022.

The app makes shopping a breeze—with fast checkout steps and quick checks for item availability. Users can scan products right in stores to see reviews and spot discounts. One handy feature even lets me virtually test makeup before purchase.

The app also sends alerts for flash sales and exclusive deals based on previous buys. This smooth connection between Macy’s physical and digital stores keeps shoppers of all kinds returning again and again. 7

Social Media and Email Campaigns

Social media helps me stay closely connected with customers. At Macy’s, for instance—we stay active on YouTube, Instagram, and Facebook, posting products and chatting with shoppers. 8 My emails feel personal, too—sending special catalogs to credit card holders, based on items they’ve previously purchased. This targeted approach boosts sales and motivates shoppers to return often.

Macy’s Media Network really stepped things up for brand collaborations by offering ad placements across multiple digital channels. To keep track of customer interactions, I use tools like Omniture SiteCatalyst and Salesforce Audience Studio.

Digital strategies combine smoothly with Macy’s physical stores—making shopping easy and enjoyable across channels. 9

The Macy’s online shop and mobile app further expand our connection with customers.

Conclusion

Macy’s stays ahead in retail by putting shoppers first through smart marketing. I’ve noticed how they blend online and store shopping into one easy experience. Using customer data, Macy’s sends personalized deals at just the right moment.

Special events, celebrity partnerships, and smart tech tools keep the brand fresh—even in a tough market. Trends and shopper habits change often, but Macy’s keeps finding new ways to stay unique, without losing the charm they’re known for.

References

  1. ^ https://voymedia.com/macy-s-marketing-strategy/
  2. ^ https://businessmodelanalyst.com/macys-marketing-strategy/?srsltid=AfmBOoqKhPUVcoSpeDsVGJv4PuOWwlcY3kBcN5YWccdof7_HzZ10bRLS (2025-01-28)
  3. ^ https://businessmodelanalyst.com/macys-marketing-strategy/?srsltid=AfmBOorIfxl7BsfyyIINOWTrN6zJeBnHMFhlEgi4Ekq1vKCsiLz6CNo0 (2025-01-28)
  4. ^ https://centricdigital.com/blog/how-macys-implemented-a-successful-omnichannel-approach
  5. ^ https://canvasbusinessmodel.com/blogs/marketing-strategy/macys-marketing-strategy?srsltid=AfmBOoqedxjoComRTkeX7cEJwSDuL_her1vXZAwhjYTlRxecTZzjg-nq (2024-11-21)
  6. ^ https://businessmodelanalyst.com/macys-marketing-strategy/?srsltid=AfmBOorlCdMBvihvu-0ipVWUzTP2ZrjD2FfLhTcTtDka3_ba8BrXfwAu (2025-01-28)
  7. ^ https://businessmodelanalyst.com/macys-marketing-strategy/?srsltid=AfmBOooEUb4GgwA4iGcSZ-VNFTopm_sxXibZRVQHH6soUYUN8JJ_sRw9
  8. ^ https://blog.contactpigeon.com/macys-marketing-strategy/
  9. ^ https://businessmodelanalyst.com/macys-marketing-strategy/?srsltid=AfmBOorAdC9wdsg7XK_gN0QduTeDWg2uey8WLpoceWkpYsiwdTMlP6_7 (2025-01-28)
Andrew McKinsey

Andrew MyKinsey is a leading expert in brand marketing strategy with over a decade of experience in the American market. Since founding his firm in 2010, he has consistently driven innovation and success. His educational background includes a Master’s degree in Marketing from Harvard University, along with multiple professional certifications in Brand Management and Digital Marketing Strategy.
Andrew also serves as a member of the American Marketing Association, which underscores his commitment to staying at the forefront of industry developments.
His awards list is extensive; notably, he was named "Innovative Strategy Firm of the Year" three times since 2018 by national marketing associations.
Andrew's contributions to the field of marketing are widely recognized. He has authored several influential articles published in top business magazines such as Forbes and Business Insider.

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