STORY, the narrative-driven retail concept shop, will bring to life an editorial approach to retail in 36 Macy’s stores nationwide. Opening with “Color” as its inaugural theme, STORY at Macy’s invites customers across the country to explore and experience color through a rainbow of curated, giftable products and through a range of more than 300 fun color-inspired events. The discovery-led, narrative experience of STORY gives new customers a fresh reason to visit our stores and gives the current Macy’s customer even more reason to come back again and again throughout the year,” said Jeff Gennette, Macy’s, Inc. chairman & chief executive officer. “We’re excited about the potential for STORY and are happy to be launching Color STORY in 36 stores today.” With themes changing every few months, STORY at Macy’s will deliver new concepts through its signature blend of unique collaborations, narrative-driven merchandising and dynamic event programming. Click Read More below for additional detail.
For years, marketers have debated the importance of personalized, people-based marketing as a means of communicating more effectively and efficiently with prospects and customers. But while many marketers were treating personalization as a “nice to have” for their campaigns, it has become an absolute imperative for a growing number of consumers.
Infogroup recently surveyed more than 1,500 consumers to gauge their current attitudes and preferences when it comes to personalized advertising. We found not only that personalization has become an expected component of modern brand messaging, but also that its absence can have serious repercussions.
How Important Is Personalization?
Most marketers recognize that personalized communications with consumers are desirable, but few may realize exactly how important customers and prospects consider this form of tailored messaging. In our survey, 93 percent of respondents reported that they’d received marketing communications that were not relevant to them.
While the notion that nearly every consumer has received irrelevant brand communications or offers isn’t terribly surprising, the potential repercussions for these errant bits of messaging might be. In fact, 44 percent of consumers are willing to switch to brands that better personalize marketing communications. Think about that: Nearly half of consumers are willing to walk away from brands with whom they already have a relationship because of a lack of personalization.
more at source: https://multichannelmerchant.com/blog/why-consumers-prefer-personalization/