Friday, December 7, 2012

Macy's on Trump: it's up to our customers

Before Thanksgiving, dozens of Macy’s cardholders joined me at Macy’s Herald Square store in New York City to deliver our petition signed by more than 660,000 people.  The event culminated with Macy's cardholders cutting up their Macy’s cards. They were sending the message that if Macy's was going to stand by Donald Trump, then consumers would start dumping Macy’s. I'm grateful to everyone who joined me for the petition delivery and was encouraged by all the passersby who joined the event after learning what it was about.

You can read about and see pictures from the delivery here:

A week after we delivered the petition, Macy's Chief Marketing Officer told an audience at a business conference that Macy's is sticking with Donald Trump because that's what Macy's customers want.
The Macy's executive dismissed the Dump Trump Effort, saying: "We try to separate from that and we try to let the customer vote on that…As long as that customer is still voting by wanting to buy that product, then that’s what it’s all about."

A few days later, new data was released, which revealed that Macy's popularity is plummeting due to their relationship with Donald Trump. Prior to the Dump Trump Effort, Macy's recommend score among US women was a 31. A recommend score reflects how likely customers are to recommend the store; it's a very important indicator in the retail industry. And, a score of 31 is quite good. However, Macy's recommend score has since fallen to 17 - that's a 14 point drop in just a few weeks and it now puts Macy's 2 points below average for the retail industry. You can read about Macy's plummeting popularity over at AdWeek:

This is not a good sign for Macy's and it's an indication that their customers are deeply disappointed and defecting. Although, it's not surprising given that Macy's refuses to take seriously the concerns expressed by so many of their customers. I guess we should listen to what Macy's Chief Marketing Officer said about customers voting with what they buy. So, now's the time to let Macy's know that you're going to do just that - that you plan on dumping Macy's because they refuse to dump Trump. 

Here are just a few ways you can help ramp up the pressure on Macy's:
  • Keep on spreading the word! Discourage your friends and family from shopping at Macy's due to their support of Donald Trump's bigoted bullying. (If they're unpersuadable, at least make sure they don't purchase any of Trump's products.)
  • Cancel your Macy's credit card. Be sure to let them know that you're canceling because of Macy's support of Donald Trump.
Next week, I'll share the next big steps in the Dump Trump Effort along with a website that you'll be able to go to for timely and regular updates (and so that I won't have to keep sending you these emails).
Thanks so much for your participation. Your efforts are having an effect. Now, we just need some persistence.


Follow me on Twitter: @GoAngelo

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