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Macy's Tries To Lure Back Field's Fans

  • Ad Age, Monday, December 18, 2006 11:45 AM
Macy's wants win over Marshall Field's loyalists, and is willing to do so one at a time. When Federated Department Stores bought May Co. and said it would convert its brands to Macy's, it knew there would be fallout, but the backlash has proved really strong for Field's fans--particularly in Chicago, where some have launched an effort to boycott Macy's and to force Federated to bring back the Field's name. But Macy's is looking to lure them back with private luxury shopping events that tout high-end designers, along with double points from a loyalty-card program. In a 63-store region around Minneapolis--where some analysts are saying the retailer's same-store sales have been running down--Macy's launched a newspaper push, while its print efforts are on overdrive in both Chicago and Detroit. It has even tried personal phone calls from division Chairman-CEO Frank Guzzetta that reach out to Field's customers and offer $10 coupons in direct-mail pieces.

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