It has certainly not been easy for Macy's since the decision was made that the Marshall Field's banner would no longer hang over department stores in Chicago and other markets throughout the Midwest.
Rumors have abounded that sales are way off, but Frank Guzetta, former president of Field's and the current chairman and CEO of Macy's North, said things are looking up and it all comes down to communication.
For one, Mr. Guzetta told the Chicago Sun-Times, Macy's has found a means to bridge the promotional language used by Field's to suit its own purposes.
"We're spending a lot of time and attention on helping customers translate what they are used to into the new events," he said.
For example, Marshall Field's used to run "Field Days" sales, while Macy's term for the same event was a "Red Sale." Macy's has begun running ads with the words "Field's Days are Red Hot" to create a point of reference for long time Field's shoppers.
"Communicating [sales days] correctly has been the hardest thing we've had to work on since the [Macy's] launch," said Mr. Guzetta.
Anne Brouwer, a partner at McMillan Doolittle, said former Marshall Field's shoppers have had to get used to other changes, as well. She observed that Macy's runs fewer sales events than Field's had previously. It also typically runs multi-day events during the week rather than on weekends, as had been done by Field's.
"There's a change in the [marketing] calendar and cadence" with Macy's, she said.
Macy's has faced its toughest adjustment in Chicago where some shoppers cut up their old Marshall Field's credit cards in protest at the name change.
Mr. Guzzetta said many were upset by the change but that popular opinion is swinging around. For one thing, he maintained, Macy's has significantly increased the number of credit card holders over the number that held Field's plastic.
Still, said Ms. Brouwer, Macy's has a ways to go. "Field's shoppers here are saying, 'Prove yourself to me; show me that you're not going to completely destroy my Marshall Field's,' " she said.
Macy's believes it can build a bridge to Field's loyalists by preserving some of its traditions, such as its decorative holiday windows. This year, Macy's is going with a Mary Poppins' theme.
Old Marshall Field's favorites such as Frango Mints are also selling very well under Macy's roof and the department store is also displaying Field's Christmas ornaments and a cookbook.
The key, said Mr. Guzzetta, is communication. A number of Marshall Field's loyalists upset about the change to Macy's have kept up an email dialogue letting him know what they dislike and like about Macy's.
"I see that as a positive," he said.
Discussion Questions: Is Macy's doing the right things to bring as many former Marshall Field's shoppers as possible into its fold? Is it doing the right things to bring in shoppers that weren't fans of Field's and preferred other department store choices in the same market?