By  on June 23, 2010

Macy’s Inc.’s Web sites — macys.com and bloomingdales.com — exceeded $1 billion in sales last year, but the corporation wants much more.

WWD has learned that Macy’s is developing a strategy to speed growth of its e-commerce businesses and has reassigned a top merchant, Jeff Kantor, to become president of merchandising at macys.com, effective Aug. 1.

Kantor will succeed Helaine Suval, executive vice president of merchandising for macys.com, who is retiring in the spring. In the meantime, she will oversee the development of “an accelerated growth strategy for the e-commerce business,” working closely with Sachse and Kent Anderson, president of macys.com operations, Macy’s said. On the agenda, taking macys.com international. The company will begin to fulfill overseas orders later this year.

Mobile marketing is another big opportunity. Macy’s has an iPhone app that drives sales, and the retailer will this fall test ShopKick, a start-up retail mobile program, to reward customers who visit Macy’s stores. The Palo Alto-based start-up ShopKick is also launching with Best Buy. Macys.com started 12 years ago in San Francisco with the online bridal registry and The Wedding Channel. It’s profitable, growing fast and has several of the same priorities of the Macy’s stores, including improving the shopping experience, making the marketing more compelling, price simplification and providing distinctive assortments and merchandising that’s in sync with the stores. Macy’s has found that its biggest spending customers are those who shop both the online and retail store channels.

“Dot-com has grown very rapidly over the past few years and continues to grow rapidly,” said Macy’s corporate spokesman Jim Sluzewski.

He said the new online growth strategy would entail site enhancements and upgrades and capacity improvements to meet growing consumer demand, among other objectives. “It’s all of the pieces that would lend itself to [further] growth in the business,” Sluzewski said. “We see it as not only growing online for online’s sake. It also has to do with growing the business overall, because the stores and sites work so well together.”

Kantor, president and general merchandise manager for Macy’s Home Store, will oversee all merchandising for macys.com. and report to Peter Sachse, chairman of macys.com and chief marketing officer of Macy’s Inc. Kantor has been president of merchandising for the home division since May 2009. Previously, he was president of furniture for Macy’s Home from February 2006 through May 2009, and has been a longtime department store merchant.

Suval has been instrumental in growing Macy’s e-commerce since she joined the organization in 2000. Prior to that, she held senior roles at living.com, Avon, Bloomingdale’s and Bullock’s.

Also on Aug. 1, Lisa Magann becomes executive vice president and general merchandise manager for home, succeeding Kantor. She will report to Jeff Gennette, Macy’s chief merchandising officer. Magann has been group vice president, divisional merchandise manager for housewares and confections since May 2009.

All the executive changes were revealed internally this week at Macy’s.

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