Close

Choose a country

United KingdomEnglish
South AfricaEnglish
IndiaEnglish
InternationalEnglish

How marketing executives are focusing on cx

Blog
27th June 2017

customer-relationship

The American department store retail giant Macy’s just announced a new marketing strategy. The new Chief Marketing Officer, Richard Lennox, outlined his plans in a recent interview with Ad Age magazine.

There are three key points that summarise the complete strategy that Lennox details in the interview:

  1. reconnect with loyal shoppers
  2. lure in new shoppers
  3. use a new mix of marketing media

All three areas of this strategy are tied to just two important outcomes – either they boost sales or they improve the communication of the brand with customers and therefore improve the customer experience.

Personally, I am less interested in the advertising changes, although it seems fairly obvious to me that the days of the 30-second TV advert (that is exactly the same across the entire country) are numbered. Customers are expecting a much more personal service and this exactly ties into the other areas of their strategy.

A key part of the reconnection strategy is to re-launch the loyalty programme, taking the emphasis away from discount coupons and not requiring specific payment types. These are all smart moves, but importantly the emphasis is on how a profile of the customer can be created using knowledge of their purchases and preferences.

Loyalty cards that are little more than discount coupons are a dated concept. What customers expect today from a loyalty programme is ideas, recommendations, and discounts that are personalised to the individual. This focus on how the customer expects a brand to behave is now clearly an integral part of the marketing process, in addition to being essential for executives planning the overall customer experience.

Macy’s has had a rough time in recent years, but it’s clear that they are focusing on the future by putting the customer at the heart of their strategy. Only time will tell if they can beat Amazon in the apparel wars, but this marketing strategy that focuses on the customer experience is a great move. What do you think of these findings? Leave a comment here or get in touch directly via LinkedIn.


Leave a Reply

Your email address will not be published.Required fields are marked *


Helen Murray
Article by: Helen Murray

News & Insights

Recommended for you
Solution Designer
Service Provider
Technology Enabler
Blog
Inside Sales – This new generation of B2B salespeople that is changing everything! at last!

The B2B sale has adopted a new model, of American origin. More efficient, it is based on Inside Sellers. Their profile and working methods are presented by Etienne Turion, Webhelp Enterprise CEO. What are the new challenges in the sale of B2B products and services? First of all, a first observation: "cold" contact is largely over in B2B. Call campaigns are no longer launched on...

Whitepaper
AI and Automation: Improving the Customer Experience

This paper has been borne of conversations with experts within Webhelp and beyond and is also the result of a YouGov study of over 2,000 adults in the UK. In this paper we hope to dispel some myths around automation and Artificial Intelligence (AI) and also to outline the most effective ways that...

News
Webhelp Employees Saddle Up For Charity In Virtual Cycle To India

Teams at Webhelp, one of the country’s leading business process outsourcers (BPO), have raised £2,119.96 for ultra-athlete and cystic fibrosis warrior Josh Llewellyn Jones through a virtual cycle from Larbert to Guragon in India. On January 31st 2019 staff from across all the Webhelp UK,...

News
Webhelp and SKY make it a hat trick of awards

London, UK, 30/11/2018 Global customer experience expert, Webhelp, and leading telecommunications provider, Sky, were celebrating again after taking home the award for Best Outsourced Contact Centre at the European Contact Centre and Customer Service Awards, which took place in London on 27th...

Case Studies
Webhelp People Analytics

...

×

Webhelp Cookies Preference Centre

Strictly Necessary Cookies
The website requires the use of cookies for essential functional requirements and these are outlined in the cookies policy.

Enhanced Functional Cookies
Some features of this website use services provided by third parties websites. These features use cookies to implement their services on this website and may collect data about your visit to help them optimize their functionality. The Webhelp cookies policy outlines the cookies used by these services.

We have links to social networking such as Twitter, Facebook and LinkedIn.
These websites are third party sites. We do not place cookies on their behalf, and do not have control over the way they collect or use your data.
We encourage you to read more about their policies:
Twitter
LinkedIn
Facebook