I have to say that I am feeling sorry for Macy’s here in Chicago. News flash: it was business, not personal! Yet, too many midwesterners won’t give up the fight (for what I am unclear). The battle for the hearts and dollars of former Marshall Field
& Co. shoppers has prompted the top executive to write his own
e-mail pleas. CEO Terry Lundgren actually responds (calmly) to many of the angry emails trying to turn perceptions around.
Federated Department Stores bought the Field’s chain and nine other regional chains from May
Department Stores for $11.9 billion in August 2005. Adversaries of the transformation to Macy’s from Field’s (of which there are many) have bombarded chatrooms and local reporters.
Macy’s management has countered with an aggressive campaign of its own,
daily surveying hundreds of shoppers about their Macy’s experience, and
pleading with Field’s loyalists to give Macy’s a chance.
Customer Robert Cherry defended Field’s "terrific brand equity" and recounted "how visceral people’s connection to Field’s is in Chicago."
Lundgren explains that sales at Field’s had declined
for six years, and that the competitive landscape had changed
dramatically in Chicago and nationwide. "Regional department stores have struggled, and Marshall
Field’s was among the weakest performers on most levels."
Some shoppers have embraced Macy’s without shedding a tear. One Chicagoan and life-long Marshall Field’s shopper, said,
"Customer service is exemplary at Macy’s."
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