" Give the Lady what she wants!"

This afternoon I was sent an email from someone named Vanessa asking my opinion of Macy's stores. All I can surmise is that perhaps she found my name and Email on another "Blog" online regarding the subject. Here is her email and my response follows... It was not until after completing the email and sending it, that a friend suggested checking her out online ... it turns out she is a prominant writer for the Wall Street Journal... Perhaps some of my quotes will be published there someday!

Sent: Sat, 8 Mar 2008 1:19 pm
Subject: outreach from WSJ reporter on Macy's

Hello,

I am a reporter at the Journal in New York, covering
retail. I was wondering whether
you have you heard about the
company's plan to try to localize the national Macy's stores? (See below.) I would love to get your thoughts on
that strategy.
Also, have you been in the State Street store recently?
If so, when? And what did you think of it?

Thanks kindly in
advance,
Vanessa



Vanessa,
Thank you for your note regarding Macy's stores in the Chicagoland area. I looked over the article you passed on regarding the localization strategy and feel that in this day and age many of us are beginning to swing back to embracing our regional retailers. I believe the swing from the national "Chains" to a more localized market would be well received only if the local, familiar names were still recognized. I believe folks would come flocking back to the Macy's stores in Chicago only if the name change back to Marshall Fields were recognized.


I know personally many families who used to visit the State Street store specifically at Christmastime, to visit Santa and have a bite to eat at the Walnut room, that are no longer continuing that long standing family tradition ... simply because of the name change to Macy's . It seems that Customer service is sorely lacking, as it is difficult to find a sales associate to help you. Personal attention is what Fields used to specialize in. Macy's is no more than a run down target to me. I compare it to Penny's or even to Sears as far as the quality of advertising and the condition of the store itself.

Macy's has its place in New York. It was a well respected retailer before it took on the " strong arm " image that is has today. The bowling over of Regionally recognized retailers in lieu of making a name for itself across the country.

Several weeks ago I walked through the Macy's in Oakbrook, IL , only to purchase some Marshall Field's Frango Mints for a gift (my first Macy's purchase I might add). As I walked into the shop, the tile floors were in horrid conditon. The once beautiful marble tile was pitted and filled with a brownish, puttylike concrete. Not very attractive for a store that is trying to attract an upscale customer. I passed by the shoe department where boxes were strewn about on a tables, with discount signs littering them. It was so haphazard that I quickly veered from the area. It was as though the associates saw no value in keeping the boxes straight or even attempting to straighten them, or help the customers find the boots they were looking for. It reminded me of a Kohls shoe department a kind of "do it yourself" approach. Boxes, paper, shoes mismatched all about.

I walked past sales associate upon sales associate who were engaged in conversation with other associates while paying no attention to customers who were lined up waiting for one to become free to make their transaction. I never saw one of the associates come from behind the counter to help the customer. The store was barren. Field's used to be hustle and bustle. And that is what made it an exciting place to shop. It was alive.

I am a sales associate for a small nationally recognized "one of a kind" home decor shop. A manager as a matter of fact. If I conducted my business by standing behind counters (hiding behind them essentially) The shop where I work would never have been recognized for it's customer service. The product must be there and of good quality but in this day and age it is the customer service that sets one store apart from the others. Unfortunately in the climate we have in retail today, there is no quality in product or customer relations.

I feel Macy's did itself a disservice by renaming the Chicagoland stores. I feel that the customers in Chicago are brand loyal and like to have their traditions. I am still hoping that Macys corporate will reconsider and bring back the name. Folks will return , however if it is not something they are considering in the near future I am afraid they will have " cut off their noses to spite their faces"... it will be too little too late.

As for the State Street store. I have only run through it once as of late. I just can't bring myself to pay the prices for the lack of service. I have even stopped going to see the windows at the store at Christmas.

I hope my input helps.

Thanks bunches!
Martha