Sherilynn SherrouseGeorge PolancoCalli Buckelew

SEARS

Company HistoryRichard W. Sears

came up with idea in 1886 when a box of watches was mistakenly delivered to his house.

Alvah RoebuckHoffman Estates, IL2005 merger with

KMart

SEARS ROEBUCK & CO.

Mission Statement

“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.”

CURRENT MARKETING

STRATEGY Product: Apparel, major home

appliances (refrigerators, dishwashers, etc.), home improvement/home repair, auto repair services, kitchen appliances, and electronics.

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 SWOT ANALYSIS

Strengths• Wide range of product

offerings• Strong private label

branding (i.e. Craftsman, Kenmore, etc.)

• “Wish Book”• Good Variety of Brand

Mix

Weaknesses• Low inventory

turnover/low sales• Stagnate while

competitors adapt• Customer service• Store layout/design• Target Market

Opportunities• Increase online sales• Increase store sales• Update store layout• Decentralize operations• Further growth of private

labels• Broaden target market

Threats• Increasingly intense

competition• Low consumer loyalty• Economic slowdown• Decrease in department

store popularity• Online Retailers

(Amazon.com)

Problem #2EMPLOYEE QUALITY

Problem #1DECLINING IN-STORE

SALES AND TRAFFIC

Problem #3

DECLINING ONLINE SALES

Questions?

WHEN WAS THE LAST TIME YOU SHOPPED

AT SEARS?WHEN WAS THE LAST

TIME YOU BOUGHT APPAREL AT SEARS?

WHY?

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.

Objective: Increase traffic by 20% in each store through implementation of marketing to new target markets thus posit ively impacting sales

PROBLEM #1: DECLINING IN-STORE SALES AND TRAFFIC

NORDSTRO

M Who targets different markets in one store successfully?

McMillan DoolittleHire full-time regional customer service representative Objective:

Increase customer sat isfaction by increasing employee qual i ty.

PROBLEM #2: EMPLOYEE QUALITY

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.

Objective: Increase conversion percentage to 25% by increasing level of customer service

PROBLEM #2: EMPLOYEE QUALITY

Improve layout of the storeAdd 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

Objective: Increase t ime that each customer spends in the store by updating store layout and creating a more comfortable atmosphere

PROBLEM #2: EMPLOYEE QUALITY

IKEA

PROBLEM #2: EMPLOYEE QUALITY

Social Media Website Advertising

BloggersFashion, Cooking, Crafting, Organization, etc.

Objective: Increase onl ine sales by 40% by increasing awareness of the website and i ts offerings

PROBLEM #3: DECLINING ONLINE SALES

New Marketing/Advertising Strategy: Customer counters at every entrance of the stores in able to count the amount of traffic 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 traffic coming to the website via advertisements and backlinks.

EVALUATION

Thank You!ANY QUESTIONS??