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PETER SACHSE: There's one thing that
we're focused on intently.
And that is delivering relevant messages to each and
every one of our customers.
We have a database of over 28 million people.
We are trying very, very hard to make sure that when we
communicate with them, it is something that means
something to them.
That it becomes relevant.
We're trying to do that on the digital side with emails.
We're trying to change the homepage of our Macys.com
site, so it's relevant to you versus you versus you.
So what I would talk about the most, the single biggest
change, and it encompasses all sorts of aspects of the
process, is how do we truly, seriously be relevant?
It's part of the My Macy's effort that is going on
throughout our company.
We want to be local and relevant.
If you're sitting in Boise, Idaho, you actually don't care
what's happening in New York city.
We have to make sure we get it right for you in Boise, Idaho.
We will customize the website by customer.
Down the road, we have not gotten there yet.
But we will customize the website literally by customer.
So if we know that you are most interested in boots, on
that homepage we will display boots.
We are not going to show you men's suits, because we're
quite sure that you're not going to be buying a men's
suit that day.
So by knowing who you are, what you do, where you've
browsed, what you've bought in the store, we should be able
to customise the website.
To a degree.
We can't change the website completely every single day
for every single customer.
But to a degree, we should get a lot more relevant.
So that you look at it, and you go, that's My Macy's.