---
id: "entity-macys"
type: "entity"
entityType: "organization"
canonicalName: "Macy's"
aliases: ["Macys"]
canonical_url: "https://www.macys.com"
source_timestamps: ["¶6", "¶20"]
tags: ["retailer", "department-store"]
related: ["claim-fast-inventory-negates-billboard", "concept-billboard-effect", "entity-jcpenney"]
sources: ["tail1"]
sourceVaultSlug: "hbr-seg-tail1"
originDay: 1
articleStem: "hbr-tail-115-location-based-advertising"
sourceUrl: "https://hbr.org/2026/03/a-better-strategy-for-location-based-advertising"
sourceTitle: "A Better Strategy for Location-Based Advertising"
---
# Macy's

U.S. department store used in the study as the exemplar of a retailer with **fast-changing inventory**, where the [[concept-billboard-effect]] is **weaker** and nearby customers remain highly responsive to ads because they face uncertainty about current stock. Anchors [[claim-fast-inventory-negates-billboard]] (alongside [[entity-jcpenney]]). Canonical: https://www.macys.com.