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Local Macys Ranks Among Top Five In The Chain
Deep discounts generate store traffic and merchandise turnover, adding product lines
By TAINA ROSA
April 10, 2003
Despite rumors that Macys in Plaza Las Americas isnt doing well, the local store is among the top five Macys stores nationwide, not only in terms of sales growth but also in terms of customer service quality, said Vice President & General Manager Louis Rodriguez, who took over the store last year.
Sales at the local store have been improving. Rodriguez said that in 2002, Puerto Ricos Macys ranked No. 2 in sales growth among all Macys stores nationwide.
"Were talking about more than 100 stores," he said. Rodriguez estimates that the Plaza store will remain among the top five Macys stores in the nation this year.
Besides the stores sales success is its quality of service, which earned it chainwide recognition last year. "In the first quarter (1Q) of 2002, we were the store with the best customer service, not only among all of the Macys but among all Federated stores," Rodriguez said. There are more than 600 store units among the Federated Department Stores, which include Bloomingdales and Burdines as well as Macys.
The secret behind Macys success in Plaza Las Americas is simple. Rodriguezs strategy is to discount the prices on merchandise that isnt moving quickly to achieve a faster turnaround. "The discounts attract more shoppers to our store and allow us to bring in new merchandise," he said. "Every time a customer visits us we have new things to offer. We can allow ourselves the freedom of offering such attractive markdowns because we still have a lot of merchandise selling at regular price."
In order to offer new merchandise, Rodriguez said new product lines are being introduced, especially in the cosmetics department. "Some new cosmetic lines include Laura Mercier and Fashion Fair. Others are still being negotiated," he said.
"Speaking of merchandise, this stores regional merchandise manager [RMM] was selected the top RMM in the entire company," added Rodriguez. "Thats evidence of how good our merchandise selection is."
Rodriguez also emphasized that since he joined the local store he has increased purchases from local vendors in order to satisfy customers needs better. "Now we buy from five different local vendors," he said. "Before I came on board, we didnt buy locally."
This Caribbean Business article appears courtesy of Casiano Communications.