SEARS
Sherilynn
Sherrouse
George
Polanco
Calli
Buckelew
SEARS ROEBUCK & CO.
Company History
 Richard W. Sears came
up with idea in 1886
when a box of watches
was mistakenly
delivered to his house.
 Alvah Roebuck
 Hoffman Estates, IL
 2005 merger with
KMart
“WE ARE COMMITTED TO
IMPROVING THE LIVES
OF OUR CUSTOMERS BY
PROVIDING QUALITY
SERVICES, PRODUCTS,
AND SOLUTIONS THAT
EARN THEIR TRUST AND
BUILD LIFETIME
RELATIONSHIPS.”
Mission
Statement
 Place: Lower-end malls in suburban areas.
 Price: Good quality products at a low price.
Started sending out catalogs with prices
printed inside in 1894.
 Promotion: “Wish Book”
CURRENT MARKETING
STRATEGY
 Product: Apparel, major home appliances
(refrigerators, dishwashers, etc.), home
improvement/home repair, auto repair
services, kitchen appliances, and
electronics.
CURRENT SWOT ANALYSIS
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Strengths
Wide range of product offerings
Strong private label branding (i.e.
Craftsman, Kenmore, etc.)
“Wish Book”
Good Variety of Brand Mix
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Opportunities
Increase online sales
Increase store sales
Update store layout
Decentralize operations
Further growth of private labels
Broaden target market
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Weaknesses
Low inventory turnover/low sales
Stagnate while competitors adapt
Customer service
Store layout/design
Target Market
Threats
Increasingly intense competition
Low consumer loyalty
Economic slowdown
Decrease in department store
popularity
Online Retailers (Amazon.com)
DECLINING IN-STORE
SALES AND TRAFFIC
Problem
#1
EMPLOYEE QUALITY
Problem
#2
DECLINING ONLINE
SALES
Problem
#3
WHEN WAS THE LAST
TIME YOU SHOPPED AT
SEARS?
WHEN WAS THE LAST
TIME YOU BOUGHT
APPAREL AT SEARS?
WHY?
Questions?
New Target Markets:

Appliances: Middle-Class to Upper Class suburban
families. Majority of purchasing power from
women. Mid-20’s to Mid-30’s. First time
homeowner’s. At least one full-time working adult.
Demands reliable products.
 Apparel: Price-conscious consumers. Men and
women looking for stylish clothes at a low price.
Early-20’s to late-30’s. Live in both urban and
suburban areas.
 Lawn Equipment and Home Improvement: Men
ranging from Mid-20’s all the way into their 50’s.
Homeowners. Middle-Class. Work full time. Use
projects as a way to “blow off steam” or wind down
from hard day’s work.
PROBLEM
#1:
DECLINING
IN-STORE
SALES AND
TRAFFIC
O b j e c t iv e :
I n c r e a s e t r a f fi c
by 20% in each
s to r e t h r o ug h
i m p l em e n t a t i o n
o f m a r ket i n g to
n ew t a r g et
m a r ket s t h u s
p o s i t i ve l y
i m p a c t in g s a l e s
 Who targets dif ferent markets in one store
successfully?
NORDSTROM
McMillan Doolittle
Hire full-time regional
customer service
representative
PROBLEM
#2:
EMPLOYEE
QUALIT Y
O b j e c t iv e :
Increase
c u s to m e r
s a t i s f a c t io n b y
increasing
e m p l oye e
q u a l i t y.
Number of
transaction/Number of
people who have come into
the store.
Many retailers use
conversion as a way to see
if customer service is where
it needs to be.
Kate Spade, Juicy Couture,
Lucky Brand, etc.
PROBLEM
#2:
EMPLOYEE
QUALIT Y
O b j e c t iv e :
Increase
c o nv e r s i o n
p e r c e n t a g e to
25% by
i n c r e a s i n g l ev e l
o f c u s to me r
ser vice
Improve layout of the store
Add showrooms to showcase
different ways to use the
products being sold
Weaving in and out of
departments
Hire visual Manager for
upkeep of visual updates
Expert sales associates
PROBLEM
#2:
EMPLOYEE
QUALIT Y
O b j e c t iv e :
Increase time
that each
c u s to m e r
spends in the
s to r e b y
u p d a t i n g s to r e
l ayo ut a n d
creating a
more
c o m fo r t a b l e
atmosphere
PROBLEM
#2:
EMPLOYEE
QUALIT Y
IKEA
Social Media Website
Advertising
Bloggers
Fashion, Cooking, Crafting,
Organization, etc.
PROBLEM
#3:
DECLINING
ONLINE
SALES
O b j e c t iv e :
Increase online
sales by 40%
by increasing
aw a r e n e s s o f
t h e w e b s i te
and its
o f fe r i n g s
EVALUATION
 New Marketing/Advertising Strategy: Customer counters at
every entrance of the stores in able to count the amount of
traf fic we are seeing. Goal: Increase of 20% from first month
of running new advertising.
 Employee Quality: Customer service surveys online sent
through email. End of each month manager will receive
results.
 Conversion: Number of transactions/Number of people who
enter the store
 Increase online sales by raising awareness of website: Count
amount of traf fic coming to the website via advertisements
and backlinks.
ANY QUESTIONS??
Thank You!