Macy Brand Essay

1. Macys is one of very few brands in the retail business concern that can credibly be called an icon, and the flagship store in New York and the Macys Thanksgiving Day border are considered a commercial and cultural legacies. Since some years ago Macys Inc. has under saten an extensive bm to transform Macys from a regional to a national brand, redefining itself. Macys national branding schema is offering a to a greater extent localized, own(prenominal)ized retail guest experience. My Macys is a sweeping endeavor designed to embed a customer-centric orientation into every aspect of the ships companys operations, and it reflects the way Macys wants its customers to view their personalized relationship with the company every time they interact with the brand. Macys believes that the aim is soundbox and the key is data.To implement the kind of customer-centricity envisioned a customer data strategy was a prerequisite. So was needed to consolidate the various data repositories that had accumulated from predecessor companies, and for realizing the foundational importance of this work on a long-term macys.com need to turn to IBM to exit guidance and tools. To finish the virtually transformation macys.com worked to put in place the architectural elements needed for a 360 degree view of its customers to support a strategy of multichannel integration.2. Considering this IT carrying out Macys is able to know customers preferences and create dynamically customizes recommendations or personalized promotions and these breeding established a deeper level of engagement between the customers and the brand, the customer loyalty, wallet share and the sales allow increase. This implementation improved the decision making and optimized the distribution center. All these benefits had make Macys a much more customer-centric company.3. A data strategy was a pre-requisite towards Macys multichannel model to Macys be able to become more customer-centric. This mean, it wa s needed to capture customer data to enable Macys to interact on a more personal level with its customers. So all the precedent customers data and a 360-degree view of the customer leave alone personalize and enrich the customer experience in the company.To get all the information from previous data and from the 360-degree view of the customer, Macys turned to IBM and they provide IBMInfoSphere Information Server platform and IBM InfoSphere DataStage to integrate the multiple sources of customer data, they also provide IBM InfoSphere QualityStage to ensure that all data can be trusted and finally they provide IBM InfoSphere Warehouse Enterprise Edition to macys.com be capable to get data warehouse framework for real-time analytics.4. To understand if this information clay is strategic for the company I will do a 5 Forces of Porter analysis. According with the benefits of the IT implementation Macys customers will become more loyal at the brand what will minimize the dicker power of the buyers. Working with IBM made Macys able to understand the evolving business needs to take the right decisions on technology and architecture, what make Macys more flexible to changes, and that will decrease the threat of substitutes, the bargaining power of suppliers and the threat of new entrance. With all the powerless 4 forces will influence rivalry lessen it. To conclude, all the 5 forces have no influence on Macys strategy what means that this information system is strategic for the company.5. To transform Macys from regional to a national brand and become a more customer-centric company was need to transform in scope, the physical, logistical and organizational dimensions. According with The Venkatraman model Macys has achieve revolutionary levels world at the Business Scope Redefinition Degree Transformation.