This document outlines a company's customer centricity journey, which includes 3 key phases: 1) establishing a strategic customer focus through analysis of a large customer database, 2) unifying customer data and languages, and 3) activating against customer insights through personalized and omnichannel marketing. The goal is to improve customer loyalty and sales by developing a deep understanding of customers and delivering highly relevant products and messages.

2. Our customer centricity journey
1) Strategic Custom er Focus
2) Unifying Custom er Languages
3) Activating Against Custom er
Insights
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3. OUR STRATEGIC
CUSTOMER
FOCUS
AS A COMPANY

4. “CUSTOMERS FIRST” HAS ALWAYS BEEN A PRIORITY

5. OUR INDUSTRY-LEADING CUSTOMER DATABASE - “BIG
DATA”
33 m illion active
households/year
500 m illion transactions/year
40 terabytes of data
7 out of 10 transactions
m atched to a unique
custom er
Behavior details: w ho is she,
w hat did she buy, w hen, w here,
5 how …

6. Communicate a data- inform customer strategy
ed
Large $ Sales Opportunity over Five Year Horizon
Converting Non-Purchasers
Developing Non-Loyals
Retaining and Growing Loyals
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7. unifying
CUSTOMER
LANGUAGES

9. What, so w hat, now w hat???
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10. Activating
against
customer
insights

11. Loyalty - Emotional and rational connections
************************* *************************
Mary Smith Mary Smith
Loyalty Number ****1234 Loyalty Number ****1234
Earning Level: 5% Earning Level: 1%
Earned Today: $11.25 Earned Today: $9.75
Total Earned: $11.25 Total Earned: $21.00
4 More Visits to Go ! 3 More Visits to Go !
************************* *************************
Thank you! My Macy’s Rewards
Enjoy a free coffee on us, simply present this Get 20% off your next purchase of Tommy
offer Hilfiger 02/01/10 to 03/01/10
*************************
*************************
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12. Omnichannel behavior analysis informing truly custom
direct mail, Email, Display
Num ber of Different Versions 15,000
7,000 As m any as
500k unique
direct m ail
versions on a
4,700 circulation of
1MM
665
Book 1 Book 2 Book 3 Book 4
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13. Relevance and Customization is even more important than
personalization
Personalized emails
Localized content
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14. custom recommendations based on data analysis, delivered
at every decision moment
MORE BETTER FASTER
Omnichannel Migration Increased Relevancy Speed-to-Product Navigation
Online-to-Store / Cross category shopping Product Recommendations
Store-to-Online &
Replenishment
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15. Mobile: shopping, information, marketing

16. APPLY PASSION, PATIENCE AND PERSEVERANCE TO
SIMPLY LEAP OVER THE HURDLES…
1. Making the Call for Change ‘Stick’ in presence of Com fort Zone
2. Resource Expertise/Learning Curves
3. Work Flow /Processes
4. Costs (Real and Perceived)
5. Speed to Positive Sales Results
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17. Thank you for listening; any questions?
Julie Bernard – GVP, Custom er Centricity, Marketing
 julie.bernard@m acys.com 212.494.7490
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