• Detroit News , Wednesday, November 3, 2010 10:32 AM

The MyMacy's initiative, which allows store managers to customize merchandise mixes by customer request and market demand, seems to be paying off, with sales rising every month since December 2009, about 18 months after it started the program nationally in its 180 outlets, Jaclyn Trop reports.

"Every store has its own personality based on the community it's in," says Hank Lorant, district vp for the Detroit region. Metro Detroit's urban stores stock Levi's jeans in different hues, while the Somerset Collection in Troy carries more "fashion-able, upscale" dresses and the Fairlane and Westland stores stock more long skirts and long-sleeved T-shirts for their Muslim customer base.

Lorant says giving shoppers what they want builds loyalty. "There's nothing more exciting than calling up Mrs. Jones and saying, 'You asked for X and now we have it. Come on in!'" he says. "That makes it her Macy's for life."

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