Six hundred and sixty thousand people signed a petition from Signon.org stating they don’t want Macy’s department store to stand by Donald Trump any longer. They say he’s a bigot! Signatures were gathered in less than one month.
One week before the Thanksgiving holiday, there was a “Dump Trump” rally outside Macy’s Herald Square store in New York City. They wan’t Macy’s drop all things Trump. Consumers passed around a pair of scissors to cut their Macy’s credit cards in half, in protest of Macy’s selling Trump-branded apparel such as ties, suits and cufflinks.
The executives didn’t listen.
Resources say Macy’s Chief Marketing Officer told an audience at a business conference that Macy’s is sticking with Donald Trump because that’s what Macy’s customers want.The Macy’s executive dismissed the Dump Trump Effort, saying: “We try to separate from that and…let the customer vote on that…As long as that customer is still voting by wanting to buy that product, then that’s what it’s all about.”
Things change drastically!
Macy’s had a recommended score of 31 among US women prior to the rally. The score, a good one, reflects how likely it is that customers will recommend the store.
Following the rally the score plummeted to a 14-point drop, placing it at 17 , 2 points below average for Macy’s. A bad sign for Macy’s, the second largest retail store chain in the US.
Will Macy’s take consumers seriously now?