What: CFO Adrian V. Mitchell discusses Macy's advancements, opportunities and challenges in a wide-ranging presentation at the JP Morgan Chase Annual Retail Roundup.

Why it is important: The major challenge that Macy’s is facing is understanding where demand is going to come from.

Despite the unpredictable retail climate, the CFO outlined several growth opportunities:

• Developing new categories through marketplace formats
• Engaging and retaining newer customers through personalized efforts and loyalty programs
• Expanding off-mall formats such as Bloomie’s, Market by Macy’s, and Backstage
• Location-level pricing so stores can maintain their own degree and depth of promotional activity
• Macy’s media network
• Increase monetized real estate (turn parking lots into restaurants or office space)

Mitchell sees 2022 as the year of events now that weddings and other gatherings can be scheduled as well as travel, which bodes well for several merchandise categories.

How Macy’s Inc. Is navigating the unpredictable retail climate