Macy’s Ramps Up E-Commerce & Focus on ‘Science of Retail’

Iconic retail giant Macy’s is amongst one of the hardest hit retailers as a result of the rise in online shopping and changing consumer preferences, according to the company’s newly appointed president, Hal Lawton, who will take the reigns on 8th September.

Lawton replaces Jeff Gennette, who was in the role for a number of years, until becoming CEO of the company earlier this year.

Macy’s recently announced it would axe 10,000 workers, in addition to its previously announced plan to close 100 stores.

“At a time when there is both dramatic change and great potential in retail, I’m excited to be part of the team that will shape the future of the Macy’s brand and, along with it, consumer expectations of what a great omnichannel experience can be,” said Lawton in a company statement.

Most recently a senior vice president of eBay North America, Lawton has strong technology and digital expertise. According to Gennette, Lawton has been brought on board to accelerate the company’s e-commerce business and deliver on rapidly changing consumer behaviour.

“This is a key step as we look to further transform the business and work through the volatility of today’s retail landscape. Macy’s already has one of the strongest omnichannel businesses in the industry, and with Hal on the team, we will accelerate the integration of digital both online and in our stores to deliver the world-class experience our customers demand.”

According to Macy’s, Lawton will be responsible for “all aspects of the Macy’s brand, including merchandising, marketing, stores, operations, technology, and consumer insights and analytics.”

Macy’s has also announced the restructuring of its merchandising operations and the strengthening of its consumer insights and data analytics capabilities.

“Macy’s best merchants will be in the right structure to operate at the speed of our customer and will be fuelled by the power of data,” said Gennette.

“Macy’s has long been known for innovation and excellence in merchandising. The changes we are making today maintain our core merchandising skills while massively simplifying our structure and processes for greater speed and flexibility. We are also further strengthening our consumer insights and data analytics capabilities so we can make better decisions faster, balancing the art and science of retail.”

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