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PETER SACHSE: The tipping point for us, in terms of
digital media, was not what it would do for macys.com, it was
what it would do for Macy's, for the stores in particular.
So actually, all the stuff that we do, we are trying to
make sure we can drive traffic into the stores.
We have worked with many, many, many of our partners
with that single objective in mind, saying that if we're
going to advertise online, either through search, through
social, through display, any one of these, how can we bring
people into the store, so that we can
transact with them there?
By the way, we are channel agnostic.
We don't care.
We're very happy to take your money on macys.com.
But we're quite sure that macys.com
is going to do great.
What we want to protect is the asset base that
we have in our stores.
And by the way, it still is somewhere around
20:1 in terms of volume.
So we've worked with Google to do local product searches and
local feeds.
We now feed Google 100% of our product availability by sort,
by date, by hour.
So as you're searching on the local, you will see whether or
not that pair of boots that you search for is in your
store near you.
We are working on display advertising that does the same
types of things.
Makes it much more relevant to go into the store.
So everything we do, we try to, again, channel agnostic,
but a lot of the digital is spent to drive
traffic into the store.