How Macy’s is using personalization to retain customers

During a breakout session at this week’s Big Show, hosted by the National Retail Federation, Macy’s svp of customer journey, Bennett Fox-Glassman, described how the department store is revamping the customer experience through hyper-personalized and connected journeys. Under Fox-Glassman’s leadership, Macy’s is dedicating more resources to better understanding consumer behavior, in order to then increase brand loyalty and ultimately drive sales.

“Personalization has long been a priority for Macy’s,” Fox-Glassman told Glossy. “Historically, we have personalized product recommendations; our e-mail, SMS and push programs; various aspects of our on-site and app experiences; as well as paid media [dedicated to personalization]. Each of these has driven greater relevance for our customers. And we have seen greater engagement from customers exposed to a more personalized experience.”

Back in August 2022, during Macy’s second-quarter earnings call, chairman and CEO Jeff Gennette said, “We are continuing to ramp up our digital capabilities, including personalization, that increase engagement with our customers and optimize our omnichannel experience.” He added that, at the time, active app customers had grown about 17% year-over-year, while “Star Rewards active members totaled 29.5 million and accounted for 70% of total owned-plus-licensed [brand customers],” representing a 5% increase year-over-year.

Continue reading this article on glossy.co. Sign up for Glossy newsletters to get the latest on the business of beauty, fashion and pop culture.