Macy's: ad spend in the U.S. 2009-2018
Macy's advertising spending in the United States in 2018 reached 1.36 billion U.S. dollars. The department store has seen a decline in promotional investment since the record-high 1.62-billion-dollar ad spend reported in 2013.
Most recently Macy’s operated the largest number of stores in northeast of the United States. In 2018, there were 258 Macy’s locations in this region, followed by 195 stores throughout the south of the country, with the total number of establishments adding up to over 860 that year. Between 2017 and 2018 Macy’s opened some 200 sites in the United States. In addition to new locations, the company also decided to introduce a Growth50 initiative in a sample of 50 stores, where the goal is to improve customer experience, increase revenue, invest in personnel and talent and launch local marketing and community outreach campaigns. With offerings of nourishment options, renovated interiors, tailored product and services assortment and digital shopping possibilities, Macy’s is aiming at improved customer experience and perception and therefore increased sales.
Macy‘s business and growth strategy
In 2018. Macy’s generated nearly 25 billion U.S. dollars in revenue in 2018, roughly 38 percent with feminine accessories, intimate apparel, shoes and cosmetics, 23 percent with feminine apparel and another 23 percent with men's and children's apparel. The remaining 16 percent was generated in the 'home/miscellaneous' segment.Most recently Macy’s operated the largest number of stores in northeast of the United States. In 2018, there were 258 Macy’s locations in this region, followed by 195 stores throughout the south of the country, with the total number of establishments adding up to over 860 that year. Between 2017 and 2018 Macy’s opened some 200 sites in the United States. In addition to new locations, the company also decided to introduce a Growth50 initiative in a sample of 50 stores, where the goal is to improve customer experience, increase revenue, invest in personnel and talent and launch local marketing and community outreach campaigns. With offerings of nourishment options, renovated interiors, tailored product and services assortment and digital shopping possibilities, Macy’s is aiming at improved customer experience and perception and therefore increased sales.
