Munema Termezy

Reading as a Marketing Major

By Munema Mohsin Termezy

I selected the Wall Street Journal article, “Macy’s Personalizes Customer Journeys: Contextual, Conversational, Connected” by Jennifer D. Fisher as I was studying similar concepts in a one of my Marketing classes. The article is a part of an ongoing series of interviews with executives for educational purposes.

The article touches on customer journeys and how they can be made more contextual and conversational to create better connection with the customers through a unified brand voice. Mega retailers such as Macy’s are committing to experimentation to curate the perfect customer experience.

Bennet Fox-Glassman, senior vice president of Macy’s, explains how personalization “makes customers feel known”. This is the secret behind the company’s 40 million customers and 30 million loyalty members!

As you read ahead, notice the different players involved in curating an effective marketing strategy, and how big brands use analytics (in Macy’s case “personalized omnichannel journeys”) to better understand and respond to customer behaviour and interactions.

The contents of this page were written by Munema Mohsin Termezy. CC BY ND.

Attribution:

Author: Munema Termezy. Website: UH Libraries. Book title: Let’s Read Together: For Students by Students.
Publication date: October 20, 2025. Location: Houston, Texas. Book URL: https://uhlibraries.pressbooks.pub/readtogetherbystudents/