The struggling department store chain is switching up its broad promotional messaging to communicate more tactically. It 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. As part of the new strategy, Macy's will rebalance its media mix partly to rely more on 15-second, local TV ads and less on 30-second national spots. Also, rather than confuse consumers with a billion random-seeming promotions, new messaging will be organized around four annual tentpole events for spring, summer, fall and the winter holidays. "The idea is not to pull back on promotions, it's to make sure the different species of promotions we run are clear and distinct -- one-day sales aimed at deal hunters, or friends and family aimed at fashion spending," said Lennox. Lennox also outlined the early stages of Macy's new loyalty program, which is meant to simplify the coupon process. The program will begin as a reinvention of Macy's current reward program aimed at credit card holders, but move to be a "tender-neutral" offering -- meaning it includes shoppers regardless of payment type -- in 2018.

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