In a move that certainly appears to be a reaction to the announcement this month by, Plano, Texas-based JCPenney that they would adjust their pricing and promotional strategy and eliminate the high-low prices they have chased over the last few years New York based department store Macy’s features its version of EDLP in its Sunday newspaper flyer. The 16-page circular screams “everyday value” on the cover. The circular is predominantly Private Brand including: Style & Co and Charter Club.
According to an article I the Dallas Morning News – Jim Sluzewski, Senior Vice President, Corporate Communications & External Affairs Macy’s replied an email from the newspaper this way: “The Every Day Value (EDV) program has been in place at Macy’s for 6 or 7 years. It includes certain items across the store.”
“EDV items at Macy’s never go on sale (until the point they go on clearance) and a customer never needs a coupon. All EDV items have prices that end in .98 (e.g., $19.98),” Sluzewski said.