Chapter 17 - Advertising and Public Relations

When you see big bright and bold colors the first thing that comes to mind is usually Macy's with a very alluring soundtrack for the one day sale,customers hear this sound and instantly they know it has something to do with Macy's.  Macy's spend close to 1 billion dollars a year on advertising and their method of advertising is institutional advertising therefore they focus on enhancing the company's image rather than a particular product. In some instances where a particular product such as a fragrance is being , marketed they use the influence of a celebrity.Over the years has been a host for many celebrities such as Rihanna,Lady Gaga,Beyonce,Justin Bieber and Nicki Minaj over the years this has been a very good source of advertising their music has been an influential media in spreading the word and they have millions of followers.
  Macy's advertising technique tends to focus on the fun and pleasure of people's life such as family portraits,vacations.after work gatherings. They appeal to every demographic.
Macy's use all media in their advertising ; newspapers,magazines,radio and television. The simple yet but unnoticeable is on the issue of every receipt paper. Walking around the store you'll see the same image that you've seen on the commercials and you are instantly reminded the reason you fell in love in the first place. During the busiest season such as The 4th of July and the Christmas season, commercials are more family oriented and this is when they encourage customers to shop for their family at large.

As for Macy's online it created a global vision and was able to connect with people all over the world.

Chapter 15: Retailing

 Macy's Herald Square is the largest department store in the world  located in the heart of Manhattan which it makes it one of the most  popular tourist attraction. The most frequent visitors are natives from South America, Brazil particularly who visit all year round. There are 9 and a half shopping floors inside Macy's 34th Street. On the main floor where it's usually the busiest includes all the main name brands in handbags,cosmetics, jewelry both fine and fashion jewelry fragrances and also men's accessories  On the main floor I strongly believe that's the focal point of the entire store,that is where all the magic happens. It smells really vibrant because of the mixture off all the different types of fragrances and music is being played so it's a very upbeat and fast pace environment. This is not the most organized of all floors seeing that it's the busiest however the area that you'll find the most organization is definitely in the fine watches and fine jewelry area seeing that less traffic flows through there area except for when there's a huge sale and it's the holiday season.
  Macy's employees are referred to as associates and are easily identified because the uniform is strictly black attire from head to toe. Here at Macy's customer and personnel service is our number one priority making customers feel welcomed and appreciated which is a very important aspect of retailing.

Chapter 6: Consumer Decision Making

  Freedom to choose in our society. Technology has influenced decision making in allowing it be a little bit harder with similar products being offered online at a lower price.Moreover  everyone has their preference and at Macy's they recognize individuality and try to help the best way possible, at the closure of a sale the customer will then decide how beneficial is buying this product whether for long time or short term. With wide variety of options and other factors that may influence the decision such cost,quality. Another great thing with Macy's is their impeccable easy return and exchange policy so that when a customer buys a product and isn't completely satisfied they can exchange it for another product that better suits them. Sales associate often help with the decision making process in order to minimize returns but the decision is ultimately up to the customer after all they are the ones that are gonna be living with it.

Customers are given many saving opportunities and this in many ways influence their decision these may be the routine Macy's shoppers who get notified when a sale is going on or a special promotion.

Chapter 5:Developing A Global Vision

Macy's is one of the most recent companies to  go global ,they recently announced they are going to be shipping international along with their sister company Bloomingdales. What is global marketing? Marketing that targets throughout the world. Macy's launched their website to connect more with customers on an international level customers now have the option to order and purchase merchandise and shipped to different areas of the world. American retail is being exported which is good for the economy and promotes good commerce. It is said that selling outside of the US influenced growth and build upon existing customers.
Macy’s announced  the launch of international shipping on its e-commerce site, macys.com, to 91 destinations around the world covering select locations in Africa, Asia, Australia, the Caribbean, Europe, the Middle East, North and South America. With the commencement of overseas shipping, macys.com’s international customers will be able to shop a broad assortment of apparel for him, her and the kids, as well as jewelry, home products and more. To implement this customer service initiative designed to extend the global reach of the brand’s one-stop online shopping destination, Macy’s partnered with FiftyOne, the leading provider of international e-commerce services and infrastructure to U.S. retailers.(Fifty One)