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Our customer centricity journey

Our customer centricity journey. Strategic Customer Focus Unifying Customer Languages Activating Against Customer Insights. OUR STRATEGIC CUSTOMER FOCUS AS A COMPANY. “ CUSTOMERS FIRST ” HAS ALWAYS BEEN A PRIORITY. OUR INDUSTRY-LEADING CUSTOMER DATABASE - “ BIG DATA ”.

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Our customer centricity journey

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  1. Our customer centricity journey • Strategic Customer Focus • Unifying Customer Languages • Activating Against Customer Insights

  2. OUR STRATEGICCUSTOMERFOCUSAS A COMPANY

  3. “CUSTOMERS FIRST”HAS ALWAYS BEEN A PRIORITY

  4. OUR INDUSTRY-LEADING CUSTOMER DATABASE - “BIG DATA” 500 million transactions/year 40 terabytes of data 7 out of 10 transactions matched to a unique customer Behavior details: who is she, what did she buy, when, where, how… 33 million active households/year

  5. Communicate a data-informed customer strategy Converting Non-Purchasers Developing Non-Loyals Retaining and Growing Loyals Large $ Sales Opportunity over Five Year Horizon

  6. unifying CUSTOMER LANGUAGES

  7. What, so what, now what???

  8. Activating against customer insights

  9. Loyalty - Emotional and rational connections ************************* Mary Smith Loyalty Number ****1234 Earning Level: 5% Earned Today: $11.25 Total Earned: $11.25 4 More Visits to Go ! ************************* Thank you! Enjoy a free coffee on us, simply present this offer ************************* ************************* Mary Smith Loyalty Number ****1234 Earning Level: 1% Earned Today: $9.75 Total Earned: $21.00 3 More Visits to Go ! ************************* My Macy’s Rewards Get 20% off your next purchase of Tommy Hilfiger 02/01/10 to 03/01/10 *************************

  10. Omnichannel behavior analysis informing truly custom direct mail, Email, Display 15,000 As many as 500k unique direct mail versions on a circulation of 1MM 7,000 Number of Different Versions 4,700 665 Book 1 Book 2 Book 3 Book 4

  11. Relevance and Customization is even more important than personalization Personalized emails Localized content

  12. custom recommendations based on data analysis, delivered at every decision moment FASTER Speed-to-Product Navigation MORE Omnichannel Migration BETTER Increased Relevancy Online-to-Store / Store-to-Online Cross category shopping Product Recommendations & Replenishment

  13. Mobile: shopping, information, marketing

  14. APPLY PASSION, PATIENCE AND PERSEVERANCE TO SIMPLY LEAP OVER THE HURDLES… Making the Call for Change ‘Stick’ in presence of Comfort Zone Resource Expertise/Learning Curves Work Flow/Processes Costs (Real and Perceived) Speed to Positive Sales Results

  15. Thank you for listening; any questions? Julie Bernard – GVP, Customer Centricity, Marketingjulie.bernard@macys.com212.494.7490

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