Macy’s Inc. just withdrew its new gTLD application for .Bloomingdales with ICANN.
The application had a prioritization number of 1150 and becomes the 45th new gTLD application to be withdrawn.
The .Bloomingdales registry was going to be operated on a closed basis.
Here is how Macy’s described registry, the new .bloomingdales gTLD will operate as a restricted registry, in which Macy’s Inc (Macy’s) can create and control domain spaces that promote the Bloomingdale’s brand identity and authenticity. In this regard, Macy’s will use .bloomingdales to provide information, services and resources for personalised marketing purposes to Bloomingdale’s consumers in a way that promotes trust, convenience and utility, with internet users assured of brand authenticity. The .bloomingdales gTLD will provide an authoritative internet space for Macy’s and, potentially, its affiliates and partners that are associated with the Bloomingdale’s 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.
Bloomingdale’s brand was established in 1861 as a premium brand for Macy’s offering a nationwide full-line upscale department store, recognised for its originality, innovation and fashion leadership. The Bloomingdale’s brand includes 35 stores, bloomingdales.com and 7 Bloomingdales Outlet Locations. In 2010, Bloomingdale’s opened its first international location in Dubai. Bloomingdale’s has become a leading attraction for its exceptional customer amenities including an international visitor centre and for its outstanding personal shopper services that strengthen customer relationships and builds loyalty. Bloomingdale’s is consistently finding ways to differentiate its superior services and reinforce its position as an authority for upscale, contemporary fashion. In this regard, consumer trust and continuous innovation are paramount considerations in Macy’s application for .bloomingdales. These objectives will be further complemented by Macy’separate application for .macys to strengthen Macy’s online brand presence while distinguishing each brand’s identity and customer focus.
Business activities are increasingly conducted over the internet, allowing for greater levels of interaction between businesses and customers. As a result, both businesses and end users benefit from ease of interaction and a wider range of choices with lower transaction costs. However, the development in this arena in the current domain name system has exposed both businesses and consumers to increased criminal activities over the internet, including data breach, hacking and phishing. These sophisticated criminal activities cause reputational damage to businesses as internet users lose consumer confidence and trust with the businesses targeted by such criminal activities. The .bloomingdales gTLD will facilitate greater trust and assurance from internet users connecting with Bloomingdale’s online, whilst still allowing convenient and efficient interaction.
Macy’s mission and purpose of the proposed new gTLD share ICANN’s initiatives to promote public interest. Macy’s is committed to contribute towards achieving such initiatives in line with ICANN’s Affirmation of Commitments, which includes:
– consumer trust: the .bloomingdales gTLD registry will be operated in a centralised manner with a restrictive registration policy. Registration of domain names will only be available to Macy’s, at this stage, which will provide added consumer trust that the .bloomingdales domain names are trustworthy. As the .bloomingdales domain names are subject to registration standards, policies and procedures under Macy’s control, this eliminates the possibility of malicious conduct within the .bloomingdales domain space;
– competition: the proposed new gTLD is not intended to instigate competition and consumer choice at the level of registration of domain names among prospective registrants. Instead it is anticipated to contribute to ICANN’s initiatives to promote public interest through its operation focused on promoting consumer trust. Increased trust in the .bloomingdales gTLD will drive existing and new top level domain (TLD) registry operators to make improvements in mechanisms to improve consumer trust of their TLDs; and
– consumer choice: the proposed new gTLD will enable user-driven improvements and innovations assisting Macy’s marketing efforts through its ability to create new second and third level domain names on demand. These names will provide the consumers with more choices for interacting with Macy’s. As Macy’s has effective control over the registration and use of domain names in the .bloomingdales domain space, this will also contribute towards general service innovations on the internet.