.macys

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Status:	Proposed
Registry Provider:	Verisign
Type:	Brand TLD
Priority #:	706 - Macys, Inc.

.macys is a Brand TLD being proposed in ICANN's New gTLD Program. The applicant is Macys, Inc.

Application Details

The following is excerpted from the applicant's response to question #18:

"The new .macys gTLD will operate as a restricted registry, in which Macy’s Inc (Macy’s) can create and control domain spaces that promote its Macy’s brand identity and authenticity. In this regard,.macys will be used by Macy’s to provide information, services and resources for personalised marketing purposes to consumers in a way that promotes trust, convenience and utility, with internet users assured of brand authenticity. The .macys gTLD will provide an authoritative internet space for Macy’s and, potentially, its affiliates and partners that are associated with the brand.

Established in 1858, Macy’s is one of the premier retailers in US with its Macy’s and Bloomingdale’s brands. As of January 2011, the Macy’s brand operates about 850 department stores, outlet stores and furniture galleries operating coast-to-coast and online at macys.com. Macy’s employs over 150,000 employees across its stores across 45 States in US, Guam and Puerto Rico. Macy’s is also listed on the New York Stock Exchange and, as of end of FY2010, Macy’s had a sales revenue of USD25 billion. Macy’s embraces its customers and strives to provide an experience that transcends ordinary shopping. Macy’s believes the key to success is to integrate its stores with the internet, and mobile technology. Thus, Macy’s strives to engage its customers in stores, online and via mobile devices by investing and tailoring the necessary talent, technology and marketing to its customers’ needs. Macy’s 4 strategic priorities include improving overall shopping environment and enhancing customer engagement, loyalty and traffic through more brand-focused and effective marketing. In this regard, consumer trust and continuous innovation are paramount considerations in Macy’s application for .macys and its activities. These objectives will be further complemented by Macy’s separate application for .bloomingdales to strengthen Macy’s online brand presence while distinguishing each brand’s identity and customer focus."