Macy's 2001 Annual Report Download - page 10

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To run better stores…
While merchandising and marketing initiat ives will bring more customers in t he door,
our st ores need t o cont inually become easier and more excit ing places t o shop.
We recognize t hat t oday’s depart ment st ores must simult aneously provide convenience
and simplicit y f or t ime- st arved customers, while also serving as ent ert ainment f or
shoppers seeking diversion, comf ort and escape.
Federat ed’s st ores are f ocused on improving t heir execut ion of f undament als wit h
t he int ent of becoming easier t o shop. There will be more room t o walk, more places
t o sit, and a wider variet y of in- st ore ref reshment opt ions.
Technology will be used t o collect and analyze dat a more scient if ically so sales and
markdowns can be bet t er managed. Likewise, more widespread use of syst ems will
ensure t hat t he cust omer will f ind us in- st ock more of t en on t he correct size, color
and st yle of apparel and home goods.
In t he bigger pict ure in 2002, we will roll out successf ul pilot s t est ed over t he past
several years wit hin our "reinvent ing t he depart ment st ore" init iat ive. We will be
concent rat ing capit al dollars on t argeted store improvement project s, while molding
store f ormat s t o specif ic market opport unit ies.
Our dynamic new junior’s and young men’s depart ment f ormat s will be incorporated
int o new and exist ing st ores around t he count ry as part of t he ef f ort t o at t ract
younger shoppers wit h an environment t hat appeals t o t heir height ened sense of st yle
and excit ement . A similar process is beginning wit h children’s depart ment s, where a
new holistic f ormula f or success will be developed and t ested in 2002.
In markets where f ull- line, mall- anchor st ores are not f easible, Federat ed will be
building smaller depart ment st ores t hat package high- qualit y f ashion brands and
basics – across mult iple f amilies of business – int o half t he space of a t ypical Federated
locat ion. Somet imes, t hese stores will be locat ed in suburban cent ers or will stand
alone in high- pot ent ial t rading areas.
To satisfy the customer…
Depart ment st ores rely on knowledgeable sales st af f s – t he service t hey provide and
t he relationships t hey build – t o sat isf y cust omers and build a loyal client ele. Even as
we improve merchandise, adopt new t echnology and ref ocus st ore operat ions, t he
human t ouch is central t o everyt hing we do. Federat ed is resolut ely commit t ed t o