If there is one thing I have learned having lived in Chicago for just over 6 years is Chicagoan’s memories are long. Very long. Nothing is worse than a Midwesterner spurned. Macy’s is beginning to comprehend this very costly lesson.
In an article in yesterday’s Chicago Tribune, Macy’s realizes it made some mistakes when it comes to Marshall Field’s, but is ready to move on and hopes Chicago is ready too. With its State Street flagship faltering, the department store
chain has launched ads touting the outlet’s one-of-a-kind experience…in basically a plea for business.
Smartly, Macy’s new advertising plays up
State Street, not the Macy’s name. The slogan, "Take Me to State
Street," began appearing this week at bus shelters and train stations around Chicago. At the heart of the campaign is a series of nine ads touting some of
the exclusive products and shops at Macy’s State Street store, such as
toy store FAO Schwarz and beauty-product shop Carol’s Daughter.
Other initiatives include:
- An updated Walnut Room with wine bar
- Wi-Fi access at the store’s cafes and eating areas.
- Time Out Chicago co-hosted monthly shopping and dining events aimed at
luring college students to the store.
- A green initative (not Marshall Field’s green) offering reusable, eco-friendly shopping bags with the "Take Me to
State Street" slogan
- Special discounts and
gifts for new residents in the burgeoning Loop neighborhood.
The campaign, slated to run through the end of the year, comes as the
critical holiday selling season begins. Forecasters predict that this
will be the toughest retail season in five years.
Meanwhile, the debate about whether Macy’s can win over Chicago still rages. Good luck with that.
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