Macy’s Makes Mark as Tourist Attraction
When people from outside the U.S. plan vacations here, where
do they go? Macy’s, of course.
According to a new survey conducted by Mandala
Research and underwritten by Macy’s and Shop America Alliance in partnership
with the U.S. Department of Commerce, consumers from Australia, Brazil, China,
India and Korea put the department store on their list of places to visit
The study, which surveyed 2,500 adults from August through October
2010, found foreign vacationers spent an average of $3,517 coming to the U.S.
with one-third of that spent on shopping. Fifty-six percent said shopping was
a key reason for them choosing the U.S. as a vacation destination.
"We are extremely pleased with the top marks we received in this eye-opening
survey of travelers from these emerging and growth markets," said Kristen
Esposito, vice-president of Macy’s Visitor Services and Tourism, in a statement. "For
over two decades our Visitor Services and Tourism programs have targeted overseas
travelers with special amenities and discounts including our extremely popular
International Savings Card. This survey proves that this outreach has had a
major impact on our business and has made Macy’s an international shopping
destination that provides tourists with great brands, customer service and
Macy’s is actively engaged in marketing to foreign consumers.
The retailer provides a 10 percent discount on purchases for consumers with
documentation such as a foreign passport. The company’s Visitor Centers, located
in stores in Boston, Buffalo, Houston, New York, Chicago, McAllen (Texas),
Las Vegas, New Orleans, Philadelphia, San Diego and San Francisco, also provide
concierge services such as shopping and language assistance.
offers information for people from other countries planning their shopping
trips before leaving home. The company also assists further in trip planning
with the Macy’s Luxury Hotel Collection, which offers special rates and special
offers such as room upgrades as part of the "Macy’s Advantages" program.
Discussion Questions: How big an opportunity are foreign visitors for American
retailers? Is the Macy’s approach something that many others are (or should be)
- The Star Attraction – Macy’s is the # 1 U.S. Department Store Retailer Among
International Visitors – Macy’s, Inc./Business Wire