Online and offline, Macy’s is casting as wide a net as possible to grow market share.

Like other legacy retailers, Macy’s has been in a bind, struggling to make up for falling foot traffic with online sales. To do this, it’s been working on a 2-year-old “North Star” turnaround strategy that rethinks inventory, experience and technology. So far, that’s meant firing on all cylinders: It’s updating stores, investing in new categories, appealing to new businesses and growing digital capabilities.

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