Macy's was founded by Rowland H. Macy. In 1851, Mr. Macy opened a small dry-goods store in Haverhill Mass. where first day sales totaled at $11.06. In 1857 the store moved from Haverhill to a new location in New York City to become R. H. Macy's Company.


 Now, Macy's is one of the worlds leading retailers with 26.4 Billion dollars in store  sales in 2011. 


Macy's is also seeing a drastic increase in online sales of 40%. They expect web sales to top $2 Billion in 2012. 

• Macys.com was launched in 1996.
• They sold bridal and holiday gifts. 
• It was completely unsecured: people would literally e-mail us their credit card information and ‘little elves’ went around the store and picked the product, packed it up and shipped it out.  
• They did $30,000 that first season and decided I should keep doing it.
• In 1997 they listed about 100 items on the site, which sold 300,000 that year.
• In 1998 Kent Anderson formed a team of four people (Planner, Tech Guy, and E-commerce Strategist) and re-launched Macy's.com.
• Currently they have over 650 employees and they are doing 8% of the business.

The following components are the Synergy in Macy's supply chain:

Market Segmentation: Macy's, the current push is among consumers between the ages of 13 and 30 — the Millennial generation. Research has shown that this generation spends over $65 billion a year. The Millennial strategy is a natural extension of Macy's very successful enterprise.


Consumer Targeting: They key elements to making this strategy successful is Identify their customers lifestlye, localizing assortments, Utilizing new technologies, and improving the in store experience.

Brand Awareness: Macy's has developed customer lifestyle promotions for men and women in the demographic with the goal of turning better understanding into improved product selection, marketing and in-store merchandising.

ADDRESSABILITY

Over the years Macys has done a great job with addressing their customer. You can always rely on their site to bring a visible content that addresses any holiday. The menu bar consist of 11 tabs which identifies each sector of the business. 

Strengths:  They always use strategic visuals to address their customer for example their mothers day campaign has a visual of a mom and child with gifts ideas towards the bottom.

Weakness: There is really no way of telling who they are targeting when it isn't a holiday. It offers such a wide range of merchandise on their website. This would be a great opportunity to list a live chat, where you can have customers contact a live agent to assist them.

INTERACTIVITY

The interactivity on their website is slim to none. If you have question about a product at most you can do is a
call customer service.


I view this as a weakness because you can potentially loose customers if they don't feel connected. 

MEMORY

The My Account tap on Macy's website allows you to:

• View/ Edit your profile 
• Manage your Address book 
• View your Macy's reward
• Order History 
• Pay Bill 
• Choose your person local store

Strength: It's pretty easy to navigate through this tab and it's very self explanatory.

Weakness: Macy's can build more business by making the memory a more personal experience from the time they get on the site until check out.

CONTROL

Macy's site is product and sale driven, However the design can be a little confusing, which I think does the site more harm than good.  


Strength: No matter what time of the year there is always a sale at Macy's they do a good job of displaying that on the website.


Weakness: There sites have chosen to keep the design simple so that the products don’t have to compete for the attention of visitors