Client: Macy's

Publication: M magazine

Challenge: In 2007, Macy's North management shared that their guests needed a greater understanding of the Macy's brand and product assortment. Focus groups had shown that Macy's, as a national department store, was not perceived as being committed to the local community or region.

Management wanted to acquaint the marketplace to Macy's brands, create a dialogue with former Marshall Field's customers, demonstrate Macy's commitment to the community, and sell merchandise.

Solution: In fewer than three months, MSP created and executed M—a fashion and lifestyle, Real Simple meets Lucky-style magazine. Macy's fashion, home, and lifestyle expertise was translated into engaging, actionable content designed for their guests.

M has the style of a national fashion and lifestyle magazine delivered with the familiarity of a local publication.

Results: When comparing M to other Macy's North direct mail vehicles, the results far exceeded expectations. The numbers speak for themselves:

• Same-store sales doubled in the first two weeks after the magazine hit home.
• Response rate was four-and-a-half times greater than that of other direct mail vehicles.
• Sales increased by 53 percent for merchandise featured in M.
• 26 percent of inactive customers came back into the store as a result of receiving M.
• The first issue of M was self-liquidating.

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