Hasta La Creative!

Consumers shouldn’t expect to continue to see blizzards of markdowns and Sales! Sales! Sales! at Macy’s anymore.

The struggling department store chain is switching up its broad promotional messaging to communicate more tactically, the brand said Tuesday at its annual investor conference. In addition, the $25 billion retailer will also explore changing the mix of media that it uses, try to improve its fashion cred with customers and introduce a new loyalty program at the end of the year.

The changes are part of the new marketing positioning from Richard Lennox, an ad industry veteran who joined Macy’s as chief marketing officer last year from Toys R Us.

Continue reading at AdAge.com