macy’s diversity initiative · multicultural marketing customers first •results matter macy’s...
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Macy’s Diversity InitiativeCustomers First • Give Back • Integrity Always
“Diversity is an integral part of our strategy.
Simply put, reflecting the diverse marketplace we serve is good for our associates, our customers, our vendors and our shareholders.”
Terry Lundgren
Chairman, President and CEOMacy’s, Inc.
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� Drive Sales and Profit
� Enhance & protect the image and brand
The Business Case
Diversity Holistic Plan
� Reflect marketplace in key business areas
� Diversity initiatives aligned with business
priorities and brand values
� Current focus on multicultural segment
Workforce • Marketing • Communications • Supplier • Community
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Multicultural Customer Opportunity
� Core Customer Base is more Multicultural
� Growth of Macy’s sales from Multicultural Customers
“Macy’s gets me. This is my Macy’s.”
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Image and Brand ReputationIntegrity Always
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Community PartnershipsCustomers First • Give Back • Integrity Always
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Community Partnerships Customers First • Give Back • Integrity Always • Results Matter
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� Promote the Macy’s Brand – Create positive WOM ‘buzz’
� Engage Macy’s Core Customers – Increase customer loyalty
� Drive Sales – Repeat customers
Community Partnerships Customers First • Give Back • Integrity Always • Results Matter
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MarketingCustomers First • Results Matter
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Multicultural MarketingCustomers First • Results Matter
Campaign focused on Hispanic food and
recipes that have been passed from one
generation to the next to communicate
a strong sense of family and pride.
Macy’s Hispanic Heritage Campaign:Tradiciónes Con Sabor
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Multicultural MarketingCustomers First • Results Matter
Macy’s National Black History Month Campaign
� Campaign focused on Macy’s as a company that
supports a diverse customer base through the
recognition and celebration of Black History Month,
targeting a highly fashion conscious demographic with
an inclusive and welcoming message.
� Customers experienced the in store Macy’s Black
History month celebrations, featuring African
American vendors, events, and panels.
� Continued to strengthen the emphasis of Macy’s in
“my community” and “my community” at Macy’s.
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Multicultural MarketingCustomers First • Results Matter
Macy’s National Pride Month Campaign
� “Pride + Joy” national campaign will focus on Macy’s
as a company that celebrates and is proud of its LGBT
employees, from Coast to Coast, all around the country.
� The campaign will feature the Pride + Joy ad
nationally in Out, the Advocate and Curve.
� Macy’s will sponsor parades in key cities around the
country, including Miami, St. Petersburg, St. Louis,
San Francisco, Atlanta, Chicago, Cincinnati, New York.
� Macy’s branded collateral will be handed out along
the parade routes and in Pride festivals.
� Tagged vignettes will be shown on Logo television.
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Multicultural MarketingCustomers First • Results Matter
Customers see themselves through use of inclusive images in marketing.
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Supplier DiversityCustomers First • Give Back • Integrity Always
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“From a business perspective, we know that if we
want to continue to be the best at what we do, then
we need to attract and retain the best talent, both
as employees and suppliers. This is essential to the
future of our business, and in turn, to yours.”
Terry Lundgren
Chairman, President and CEO
Chairman, National Minority Supplier Development Council
Supplier DiversityCustomers First • Give Back • Integrity Always
� Stimulates innovation
� Invests in our communities
� Fosters economic inclusion
Why is Macy’s Passionate about Supplier Diversity?