Macy Brand Essay

1. Macys is one of very few brands in the retail business that can credibly be c every last(predicate)ed an icon, and the flagship store in bracing York and the Macys Thanksgiving Day Parade are considered a moneymaking(prenominal) and cultural legacies. Since some years ago Macys Inc. has under staten an extensive feat to transform Macys from a regional to a depicted object brand, redefining itself. Macys national branding strategy is offering a more than localized, alter retail client experience. My Macys is a sweeping initiative knowing to embed a customer-centric orientation into both aspect of the 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 consistency and the key is selective entropy.To appliance the kind of customer-centricity envisioned a customer data strategy was a prerequisite. So was needed to consolidate t he various data repositories that had accumulated from trumpeter companies, and for realizing the foundational importance of this work on a long-term macys.com need to change state to IBM to interpret guidance and tools. To finish the virtu both(a)y transformation macys.com worked to put in place the architectural elements needed for a 360 degree view of its customers to stand a strategy of multichannel integration.2. Considering this IT implementation Macys is able to know customers preferences and create dynamically customizes recommendations or personalized promotions and these information completed a deeper level of engagement between the customers and the brand, the customer loyalty, wallet voice and the sales lead increase. This implementation improved the decision making and optimized the dissemination 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 produce more customer-centric. This mean, it was needed to capture customer data to enable Macys to interact on a more personal level with its customers. So all the previous customers data and a 360-degree view of the customer will personalize and enrich the customer experience in the company.To deject 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 besides provide IBM InfoSphere QualityStage to ensure that all data can be sure and finally they provide IBM InfoSphere Warehouse Enterprise Edition to macys.com be adapted to get data warehouse framework for real-time analytics.4. To understand if this information system 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 bargaining office 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 decreasing it. To conclude, all the 5 forces have no influence on Macys strategy what agency 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 being at the Business Scope Redefinition Degree Transformation.