Macy's hits eight-year perception low

Ted MarzilliCEO YouGov Direct
February 01, 2017, 10:07 AM GMT+0

Macy’s hit its lowest consumer perception score in eight years in the middle of January, the result of a sharp drop right after New Year’s Day.

Macy’s has rebounded modestly since dropping to that low point, but is well below the retailer’s perception run-up through the holiday shopping season.

On January 6th, Macy’s announced it was closing 68 of its 870 stores, impacting more than 10,000 of its employees nationwide.

Over the month of January, Macy’s purchase consideration fell back, possibly affecting future sales revenues: the retailer went from 22% of consumers saying they would consider Macy’s for their next department store purchase at the beginning of the month to 20% now.

YouGov BrandIndex measured Macy’s with Buzz, which asks respondents "If you've heard anything about the brand in the last two weeks, through advertising, news or word of mouth, was it positive or negative?"

Buzz: Macy's, Kmart, Sears

Purchase Consideration: Macy's, Kmart, Sears