Macy’s

Case Studies, Digital, DM/Collateral

Work

The challenge.

We began our partnership with Macy’s and Bloomingdale’s Credit Card Division in 1995.

details

Year: 1995

Categories: Case Studies, Digital, DM/Collateral

Approach

We launched the initial Macy’s Credit Card and Rewards Program with a direct mail solicitation that generated a 25 percent response. We also designed an annual testing strategy that drove cost per package down by more than 50 percent with no negative impact on response rates. Additionally, Heinrich conceptualized and implemented a shopping discount program with a charity tie-in, which evolved into the current Macy’s Thanks For Sharing annual event.

During our long-term relationship with Macy’s, we’ve been tapped to partner on everything from strategy, research, creative and copy to component versioning, Spanish translation/transcreation, digital and POS. Products supported include proprietary store credit cards, co-brand cards, debit cards, prepared debit cards and gift cards.

Heinrich has also provided strategic and creative support to macys.com since its inception and supports other areas of business as requested, including store-initiated projects, FDS Mortgage, the Training Division of MCCS and the former Itrust business.

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Approach

We launched the initial Macy’s Credit Card and Rewards Program with a direct mail solicitation that generated a 25 percent response. We also designed an annual testing strategy that drove cost per package down by more than 50 percent with no negative impact on response rates. Additionally, Heinrich conceptualized and implemented a shopping discount program with a charity tie-in, which evolved into the current Macy’s Thanks For Sharing annual event.

During our long-term relationship with Macy’s, we’ve been tapped to partner on everything from strategy, research, creative and copy to component versioning, Spanish translation/transcreation, digital and POS. Products supported include proprietary store credit cards, co-brand cards, debit cards, prepared debit cards and gift cards.

Heinrich has also provided strategic and creative support to macys.com since its inception and supports other areas of business as requested, including store-initiated projects, FDS Mortgage, the Training Division of MCCS and the former Itrust business.

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