Do you remember the Christmas classic Miracle on 34th Street? In that movie the legendary department store that employed Santa sent its shoppers to other stores if they had better prices. It was the department store with a heart of gold.
But do you remember the motivation of the fictional Mr. Macy for institutionalizing the referral policy? Because having a heart of gold translated into customer loyalty and real gold—aka profit.
Do you know how I know that the Mr. Macy in the movie was fictional? He cared about profit, something the real Macy’s doesn’t seem to desire.
Blogger Thomas Peters recently noted that the Macy’s in D.C has prominent street displays promoting gay marriage.