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PETER SACHSE: The question is how do you allocate dollars,
because oftentimes companies are in siloes.
The good news about my particular job is I own both
the internet and I own the marketing function.
So I can decide where the dollars go.
So in our company, it's quite simple.
I'd also advocate that for multi-channel companies, it's
a nice way to be set up.
And the reason why it's a nice way is we view actually the
website as being the single most important marketing
vehicle we have. It tells everything about
Macy's in one place.
You can go there to pay your bill.
You can certainly go there to shop.
They research online.
They come into the store.
You can go there to find a store near you, and does the
product exist in that store near you.
You can look at where your furniture delivery is, and how
is that coming along.
So it's a one-stop place for everything about the brand.
That's an incredible marketing vehicle for us.
So having both budgets, if you will, I'm allowed to say no, I
want to spend this much in digital.
It will only get this type of an ROI for macys.com.
But what we've been able to measure is exactly the ROI
that it gets in the stores as well.
And that was really the tipping point.
When we could prove that, then the dollars went like this.