Macy’s focuses on local “event marketing”

Macy’s is maintaining the tradition of spring “flower shows” at several of its key anchor stores around the country. This tradition goes back to these stores’ previous nameplates (Dayton’s, Marshall Field’s, and so on) and in my opinion is an important strategic move for Macy’s. Here’s my recent comment on RetailWire:

The flower show at the Dayton’s downtown Minneapolis store (one of Macy’s predecessor “nameplates”) was an annual event that served to draw traffic and establish Dayton’s as the Twin Cities’ “headquarters” store. It’s important for Macy’s to maintain this kind of event marketing around the country — not so much as a traffic-builder but as a way to repair and maintain the kinds of relationships it damaged when it changed these retailers’ names to Macy’s in the first place.

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