In 2008 Macy's instituted a pilot program to test specialized, local merchandising in 20 markets and then rolled out My Macy's - a program which stocks merchandise based on popular items in local stores.
In our own backyard, Parma, Ohio stores found the demand for electric pizzelle presses (used to make a certain type of Italian cookie). Macy's in Sandusky carries high-end lingerie, something they may never have had available before My Macy's.
Not only does My Macy's engage the local consumer, but employees have a chance to take ownership of their stores and have more say in merchandising. Stores in Las Vegas place customer request logs at every register so managers and employees can reference the logs and pass along the information to local merchandising managers.
Is there a downside to local merchandising? How deliberate does a customer need to be to get what she wants? Is there a possibility that retail can get too regionally tailored, thereby excluding certain consumers? (I mean, really - who wants to make pizzelles from scratch?) And what if you aren't a local?
So far, customers seem to enjoy the new experience. We expect other big retailers to follow suit.
Image: freedigitalphotos.net
Sources:
Retailers on quest to rekindle the personal touch of a bygone era, adage.com, 2/14/11
"My Macy's" Engage Employees, experiencematters.wordpress.com, 11/30/10
My Macy's tailors merchandise to Northeast Ohio tastes, cleveland.com, 11/2/10
"My Macy's" to Keep it Local, pe.com, 10/27/10
