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‘The Magic of Macy’s Is Real for Employees
Macy’s has always believed in magic.
The beloved department store proudly boasts that “the Magic of Macy’s” has been enchanting the world for more than 150 years.
What started as a dry goods store in New York City in 1851 by R.H. Macy has become the last of the old guard of department stores from a bygone era of retail. It was defined by large, ornate downtown locations and luxurious – even magical – shopping experiences.From the Macy’s Thanksgiving Day Parade to the magic of Santa Claus in “Miracle on 34th Street,” the retailer has long understood that delivering magical experiences is every much a part of its brand as perfume counters and kitchen appliances.
For Macy’s, magic is more than a marketing slogan – it’s a powerful internal communications tool.
The Magic of Internal Communications
Macy’s has an employee handbook, just like every other company. Only the book Macy’s employees get isn’t a laundry list of dry policies and procedures. It’s a bound book titled “100 Ways to Make Magic.” It offers practical advice employees need to know delivered in a way that inspires them to adopt the company’s values in their work.
Macy’s took the approach one step further with a formalized service approach dubbed “Experience the MAGIC” where MAGIC spells out the essence of a good face-to-face customer interaction.
- Meet and make a connection: Greet the customer properly.
- Ask questions and listen: Find out what the customer wants and needs by asking the right questions.
- Give options and advice: Make appropriate recommendations and offer advice.
- Inspire to buy and sell more: If appropriate, suggest other merchandise. For example, someone buying a suit might need a shirt.
- Celebrate the purchase: Finish with a positive, lasting impression that brings the customer back.
Macy’s Works to Create New Magic
As brick and mortar department stores like Macy’s face challenges to adapt in a rapidly digitizing and distancing world, the company is updating the concept of magic for a modern era.
It’s partnered with Apple and retail start-ups and even brought on a “brand experience officer” – a trendy job title that nevertheless defines what has set Macy’s apart for more than a century.