REGIONAL
Focusing on Core Customers
To drive sales growth and deliver comp store increases at Macy's, our mindset has shifted from a broad customer target to focusing on winning greater loyalty from style-oriented men and women who can afford what they want and who care about quality for themselves, their families and their homes.
Macy's core customer is clearly defined, based on extensive research into the shopping habits and buying preferences of consumers nationwide. Macy's core customers fall into four key lifestyles, which encompass both women and men:
TRADITIONAL customers are family-centric, insistent on quality, and demand consistency in their brands. They relate to a conservative view of things, from their homes and cars to the pets they own and the vacations they take. Traditional customers are neat and confident and put the most effort into traditional occasions.
NEO-TRADITIONAL customers are very busy people. For them, classic has great credentials, but has to embrace newness, trends, self-expression and, especially, convenience. They still are very classic, but will go for trends in a safe, secure form. Family is important, but these customers want more convenience and comfort in their lives.
CONTEMPORARY customers are independent thinkers with a modern attitude. They gravitate to clean, simple, sophisticated design, ideas and brands. Individuality is key, and a contemporary viewpoint is reflected in how they look. Contemporary customers are fashion-conscious and technology-oriented, owning every gadget available. Their careers are consuming, so they unwind through sports and spas. Their homes are minimalist, showing a preference for clean, affordable design.
FASHION customers are trendsetters who are always up on what's hip, hot and next. Brand fickle, they'll redefine their style at the drop of a hat. Fashion customers are truly dedicated followers of fashion. They tend to be less brand loyal, instead pursuing the latest, newest thing - whatever that might be and wherever that might take them.