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Local Macy’s Ranks Among Top Five In The Chain

Deep discounts generate store traffic and merchandise turnover, adding product lines


April 10, 2003
Copyright © 2003 CARIBBEAN BUSINESS. All Rights Reserved.

Despite rumors that Macy’s in Plaza Las Americas isn’t doing well, the local store is among the top five Macy’s 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 Rico’s Macy’s ranked No. 2 in sales growth among all Macy’s stores nationwide.

"We’re talking about more than 100 stores," he said. Rodriguez estimates that the Plaza store will remain among the top five Macy’s stores in the nation this year.

Besides the store’s 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 Macy’s but among all Federated stores," Rodriguez said. There are more than 600 store units among the Federated Department Stores, which include Bloomingdale’s and Burdines as well as Macy’s.

The secret behind Macy’s success in Plaza Las Americas is simple. Rodriguez’s strategy is to discount the prices on merchandise that isn’t 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 store’s regional merchandise manager [RMM] was selected the top RMM in the entire company," added Rodriguez. "That’s 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 didn’t buy locally."

This Caribbean Business article appears courtesy of Casiano Communications.
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