Macy’s Local Marketing Strategy

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According to AdAge, Macy’s CMO Peter Sachse is pursuing a strategy to balance national and local advertising.  This is combined with a local merchandising strategy to focus on products that are focused for localities, after all, it makes sense to sell coats in the winter, but not in Miami, FL.  The key to understanding why local marketing works is that customers have relationships with the brand AND the local store.  Local marketing leverages the relationships the local store builds with their individual customers.  Read our Retailer Mistakes white paper in our white paper library and read the full AdAge article online at: http://adage.com/print?article_id=125885

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