Who says you can’t teach an old Macy’s, Inc. CEO new tricks? Last week, Crain’s Chicago Business and the Chicago Tribune both announced the rollout of a new Macy’s marketing campaign entitled, ‘Take Me to State Street.’ According to the papers, the campaign will be full-court media push highlighting the flagship State Street store as a premiere retail destination. It’s about time.
It’s generally not a good sign when the ABC news van is parked in front of your establishment in the middle of the business day. ABC was reporting on food health violations at the new Macy’s State Street. I’d much rather discuss the economic health of the store after a year of deaf-eared marketing decisions by Federated CEO Terry Lundgren.
This weekend, as the respirator plug is pulled on the Marshall Field nameplate once and for all, Federated will finally get to see how well their big advertising push to lure old Field’s customers to the new ‘Macy’s on State Street’ has worked. My guess is not very. One look at the campaign’s commercials and printed ads easily shows why: where’s Chicago? And why would anyone in Chicago–or anywhere else–cares about Macy’s arrival, anyway?
Federated will soon rename Marhsall Field’s flagship store ‘Macy’s State Street.’ Or maybe not. It depends on who you listen to.