Attention Class!

Macy's - Way to Go!

Macy's was hit hard during the recession, as were most retailers. Instead of pulling back, however, Macy's, continued to promote its partnerships, and now has supported more than 10,000 local and national charities through cause marketing campaigns.  Macy's leveraged the down economy.  For example, they launched a campaign called 'Come Together', asking people who had at-home dinner parties to invite their guests to fund a cause in place of hostess gifts.  Macy's agreed to match donations, and 10 million meals were reached.

Profits increased after these efforts in the fourth quarter of 2010. The increase in profits, however, could not be directly or entirely attributed to the cause marketing efforts because other merchandising changes were happening at the same time.

 

Macy's reflects one of its major values in its continued support of cause marketing partnerships like Go Red for Women and the American Heart Association and Reading is Fundamental for literacy.  Shop for a Cause makes for guilt-free shopping and has raised $39 million in six years for March of Dimes and other charities. I think it's amazing that they can do so much. It definitely changed my opinion of Macy's.