First The Gap, Now Macy’s
Celebrities To Save Struggling Sales

Last month, we mentioned that the Gap is enlisting an army of 12 celebrities in a print campaign to pull up its ever-sagging sales. It’s a strategy the Gap has used in the past and to no avail, because it failed to address and solve the real problems that occur at the store level.

Now you can add Macy’s to the “celebrities to save struggling sales” club. The department store chain will break with a new campaign this month, and pin its hopes on a dozen celebrities – the same amount used by the Gap – to put a halt to their downward sales trend, including a 7% decline in second quarter profit.

One can’t help but ask the question how a million dollar advertising campaign can resolve issues that customers face on the floor, such as poor service, lack of trained sales staff, and low quality high-priced merchandise. These are the issues that need to be addressed by both the Gap and Macy’s. Enhance service; develop one-on-one customer relationships and improve product value. Only then can sales return to their positive levels.

How easy is this to do? Save yourself a million dollars! No one needs to go any further than a local bookstore to pick up a copy of “The Nordstrom Way.” Go Back