Rich Lennox // Chief Marketing Officer, Macy’s

Rich Lennox, Chief Marketing Officer of Macy’s, shares the company’s efforts to move from being driven to buy customer transactions to building customer relationships. This strategic direction is motivated by a simple premise. The company, like all department stores, has historically been focused on hyper promotions – sales after sales after sales. This white noise of promotions eventually leads customers to ask the question that “if these products are so great, why are they always on sale?” To counter-balance this tendency, Macy’s is working increasingly to focus on greater personalization, innovations, and product authority in the hopes of building long-term, customer relationships.

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