From an email from Macy’s spokesperson Emily Goldberg, quoted in an online story at SFGate.com on Macy’s closing a northern California store:
“Macy’s, Inc. has been reviewing its real estate portfolio across the country to see if there are opportunities to improve the use of our assets. As previously announced, Macy’s has decided to close its Sunnyvale, California store in early 2019.”
Really? This is what Macy’s leadership team wants quoted in a newspaper? It’s not in an article in the business press. it’s on a website widely read by regular people, many of whom are Macy’s customers.
Here’s the issue: This quote sounds like it is intended as part of a conversation between Macy’s and potential investors who may save Macy’s from bankruptcy. Talking about “use of assets” and “real estate portfolio” is fine when discussing financial details with a private equity fund manager or other investor.
It’s also fine for an operations director when making a report to their COO or CFO.
But, in a newspaper? When you’re announcing the closing of a brick-and-mortar store that employs a bunch of people and where parents take their children?
This quote just sends the wrong message to the general public – the actual people who will be reading an online newspaper article.
Here’s what these actual people want to hear from a Macy’s spokesperson:
- We’re saddened when we have to close any Macy’s store. We know this affects our employees and our customers.
- We’re trying to figure out the best way to serve our customers and stay in business.
- We’re truly sorry for this inconvenience and hope our loyal customers will visit nearby Macy’s.
Hey, Macy’s: Your customers do NOT think of one of your stores as a real estate asset. It’s a place to buy a prom dress, a new pair of shoes for church, some perfume for Valentine’s Day.
My suggestion to spokespeople for all retail companies: Talk to the media like you’re talking to your most valuable customer, not like you’re presenting to a hedge fund.
