macy’s diversity initiative · multicultural marketing customers first •results matter macy’s...

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Macy’s Diversity InitiativeCustomers First • Give Back • Integrity Always

“Diversity is an integral part of our strategy.

Simply put, reflecting the diverse marketplace we serve is good for our associates, our customers, our vendors and our shareholders.”

Terry Lundgren

Chairman, President and CEOMacy’s, Inc.

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� Drive Sales and Profit

� Enhance & protect the image and brand

The Business Case

Diversity Holistic Plan

� Reflect marketplace in key business areas

� Diversity initiatives aligned with business

priorities and brand values

� Current focus on multicultural segment

Workforce • Marketing • Communications • Supplier • Community

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Multicultural Customer Opportunity

� Core Customer Base is more Multicultural

� Growth of Macy’s sales from Multicultural Customers

“Macy’s gets me. This is my Macy’s.”

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Image and Brand ReputationIntegrity Always

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Community PartnershipsCustomers First • Give Back • Integrity Always

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Community Partnerships Customers First • Give Back • Integrity Always • Results Matter

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� Promote the Macy’s Brand – Create positive WOM ‘buzz’

� Engage Macy’s Core Customers – Increase customer loyalty

� Drive Sales – Repeat customers

Community Partnerships Customers First • Give Back • Integrity Always • Results Matter

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MarketingCustomers First • Results Matter

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Multicultural MarketingCustomers First • Results Matter

Campaign focused on Hispanic food and

recipes that have been passed from one

generation to the next to communicate

a strong sense of family and pride.

Macy’s Hispanic Heritage Campaign:Tradiciónes Con Sabor

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Multicultural MarketingCustomers First • Results Matter

Macy’s National Black History Month Campaign

� Campaign focused on Macy’s as a company that

supports a diverse customer base through the

recognition and celebration of Black History Month,

targeting a highly fashion conscious demographic with

an inclusive and welcoming message.

� Customers experienced the in store Macy’s Black

History month celebrations, featuring African

American vendors, events, and panels.

� Continued to strengthen the emphasis of Macy’s in

“my community” and “my community” at Macy’s.

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Multicultural MarketingCustomers First • Results Matter

Macy’s National Pride Month Campaign

� “Pride + Joy” national campaign will focus on Macy’s

as a company that celebrates and is proud of its LGBT

employees, from Coast to Coast, all around the country.

� The campaign will feature the Pride + Joy ad

nationally in Out, the Advocate and Curve.

� Macy’s will sponsor parades in key cities around the

country, including Miami, St. Petersburg, St. Louis,

San Francisco, Atlanta, Chicago, Cincinnati, New York.

� Macy’s branded collateral will be handed out along

the parade routes and in Pride festivals.

� Tagged vignettes will be shown on Logo television.

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Multicultural MarketingCustomers First • Results Matter

Customers see themselves through use of inclusive images in marketing.

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Supplier DiversityCustomers First • Give Back • Integrity Always

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“From a business perspective, we know that if we

want to continue to be the best at what we do, then

we need to attract and retain the best talent, both

as employees and suppliers. This is essential to the

future of our business, and in turn, to yours.”

Terry Lundgren

Chairman, President and CEO

Chairman, National Minority Supplier Development Council

Supplier DiversityCustomers First • Give Back • Integrity Always

� Stimulates innovation

� Invests in our communities

� Fosters economic inclusion

Why is Macy’s Passionate about Supplier Diversity?