** WHERE MOST RETAILERS ARE GETTING IT WRONG**
(Why Macys no longer stands out in a crowd of retailers)
Most retailers not just Macy's, Have a vision that if they create something or purchase something the expectation is, a reaction from our customer to make a purchase based off of that model.
The problem is every business has the exact same model. With just as good a quality of goods, and level of service so Macys no longer stands out in a crowed in fact they are just another face in a sea of retailers.
Business with this concept and model are dead wrong and are limited by their ability to advertise. That's all. There is no real separator between competing retailers.
Sales should never "BE" the objective = Sales should be a byproduct of doing something well.
Consumers are not inspired by "sales" or advertising anymore. They have been exposed to it for over 100 years now and have become numb. To consumers its just another store, just another sale.
Macys should restructure is business model and focus on its people, truly engage in its staff. Use its 80,000 plus staff to generate new product lines. Reward its associates with promotions and incentives for creating new ideas, new products and for being inspiring to their customers.
If Macys turned its focus instead of bottom lines and sales - and focused on its employee base and the ideas they have it would promote a "Vision that inspires its employees and customers"
in turn making a loyal base of consumers.
Very much the way that Apple has done over the years. Their consumer base are hard core loyalist. Not because they build computers. 100's of companies do that, what sets them a part isn't their products they are the same as any other company.
Its the way the company thinks, moves, innovates and truly believes in their cause. It inspires consumer to believe in the company and brand itself.
Attached is the golden circle - A solid model of what I am talking about here. its only 5min.
https://www.youtube.com/watch?v=l5Tw0PGcyN0