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Macy's' Goodwill Is a Red Flag

When I was in business school we were taught the number one element of a successful business is customer goodwill. Marshall Field's worked hard to build that goodwill, and as a result their customers continue to remain loyal two years after the store was eliminated by Macy's. Macy's acts as if it never heard of the goodwill concept. Even though shoppers scream that they are dissatisfied with Macy's, Macy's persists in forcing its own idea of what a customer should want on the public and then assumes low sales are the result of bad weather or economic conditions. From this shoppers perspective, lack of interest due to lack of goodwill is more accurate.