Macy's Competitor Analysis

“A Comparison of Competitors’ Websites” The retail industry such as Men’s Wearhouse, Macy’s, Burlington, and Express operate websites and are part of a highly competitive industry. They contend with local, national, and global online retailers that bring comparable products and offer comparable services. Consumer opportunities in retail are shifting quickly with online retail stores, with an innovative future, which includes speed, convenience, and personalized mobile access. The change to e-commerce is pervasive to traditional retailers that must adjust their growth strategies, or risk a downturn in business. Whereas retail is ever expanding within e-commerce, retailers do offer different products and services in order to promote their
The needs and wants of targeted consumers have to converted into a solid mix of product, price, promotion and distribution. Men’s Wearhouse growing positions is based on a single segment strategy. By focusing resources on men’s wear with a clear customer base, they have developed a target market towards men in their early twenties to mid-forties, which is quickly growing. Whereas, Burlington outlets target market is the middle-class consumer who is value-conscious, and Macy’s target market is the middle class, Hispanic population, and the millennial. In contrast to the Express target market, which is young men and women between the ages of 20 to 30 years old. Men’s Wearhouse are known for selling designer suits and active wear to men. All four companies have positioned themselves to create an image in the minds of the targeted customer, however these companies are targeting different segments of the retail market, and their e-commerce websites have different designs, interactivities and promotions targeting their customers. The advantage that Men’s Wearhouse has over the other companies mentioned earlier is that they are a “specialty store” that caters to one group; men; and that gives them the opportunity to concentrate their market on that particular market segment and to be able to do it
For example, all four companies use hypermedia communication for a customer interaction experience. Case in point, when the cursor browses over a name or images, there is a link to another image, text or video. This activity involves the customer and makes their visit memorable. Another form of interactivity these companies offer is self generating content such as surveys, forms, and social media that allows the visitor to share information with other customers. Express offers social media, and mobile alerts. Whereas, Burlington offers a baby registry, social media, blog, and Macy’s offers wedding registry, mobile app, social media, sign up for email, and web browsing for visually impaired customer. The company Express, Macy’s and Burlington Coat Factory target both men and women; whereas Men’s Warehouse only targets male customers. Macys also is shipping orders internationally to over one hundred countries the same as Men’s Wearhouse. Burlington's marketing lacks international marketing as there is no mentioning of international shipping rates. Burlington’s website appears to target more women shoppers as most of the pictures they have on the main website are of women and children; the fact that mother’s day is approaching makes a difference in their marketing. They know women shoppers buy for their families as well as for themselves. Like Men’s Wearhouse, Macy’s also has a