When Tony Spring was told he was going to be the next CEO of Macy's, he was so excited that he had to pinch himself to see if he wasn't just dreaming it while asleep.
He then began his first 100 days staring out the window of his office, asking himself a scary question: Can a once legendary company get back its mojo after it is long gone?
As one of the oldest and largest department stores in the nation, Macy's is a legendary icon of American retail and one of America's most beloved companies.
It was known for its famous Thanksgiving parade and Fourth of July fireworks. It was the first store that had a Santa Claus with a knee kids could sit on. It was a must-see for anyone taking a trip to New York City. They came also to see Macy's heart-stopping window shopping displays with their hidden promise of attainable luxury.
R. H. Macy started his business (a dry goods store) in Haverhill Mass or Merrimack Street, before opening a store in New York City in 1924. It was soon to become the dominant retailer in America for decades,
R. H. Macy was a real entrepreneurial innovator who created the modern department store as we know it today in an age where America was a nation of small shopkeepers.
Macy's always keeping his ICP in mind (ideal customer profile), newly prosperous Middle Americans, implemented a series of policies never seen before in retail, including a store charge card and creating a one-price system rather than bartering.
He and his team also introduced then-revolutionary products to the New York City market, such as the tea bag, the Idaho baked potato, and colorful bath towels.
The company was a growth-oriented and highly profitable retailer for decades but lost its shine and competitive edge. Macy's started to go downhill when it changed its philosophy from "Small is beautiful" (meaning one store) to "Bigger Is Better."
They started opening stores all over the place that there wasn't a market for, and its supply chain couldn't support. This resulted in being sold to Federated Department stores and a mountain of debt.
Today, Macy's is in the middle of selling off 150 stores as a result of thinking again about Peter Drucker's question: What is our business and what should it be?
The CEO of Macy's believes the company can become legendary again if it recaptures its original entrepreneurial spirit and becomes an innovator, rather than just another "me too" competitor in a crowded marketplace.
In the future, it will focus on building its business around a group of 100 key stores in parts of the country that are natural high-growth markets, fashion-forward trends by low-cost designers, and online retailing where it has a big business.
Are you running a once-legendary company that has lost its mojo? Would you like to get it back?
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