Comments on: Sears. Where it begins. http://noturnonred.org/2007/05/08/sears-where-it-begins/ Blogging the retail industry, social media, branding, and how to connect with your customer Fri, 21 Nov 2008 04:32:25 +0000 http://wordpress.org/?v=2.6.3 By: zaas http://noturnonred.org/2007/05/08/sears-where-it-begins/#comment-187 zaas Fri, 31 Aug 2007 05:54:25 +0000 http://www.noturnonred.org/index.php/2007/05/08/sears-where-it-begins/#comment-187 Nice resource, very interesting reading...o Nice resource, very interesting reading…o

]]> By: Retail-Worker.com :: View topic - Sears,Sun-times Square Off-article http://noturnonred.org/2007/05/08/sears-where-it-begins/#comment-186 Retail-Worker.com :: View topic - Sears,Sun-times Square Off-article Mon, 18 Jun 2007 00:55:46 +0000 http://www.noturnonred.org/index.php/2007/05/08/sears-where-it-begins/#comment-186 <!--%kramer-ref-pre%-->[...] song from ELO back in '77. The year I started there btw. "Just so you know" The new ad. http://www.noturnonred.org/index.php/2007/05/08/sears-where-it-begins/ You have to spin down a tad to get the youtube link. Sorry? The real lameass song from back in [...]<!--%kramer-ref-post%--> [...] song from ELO back in ‘77. The year I started there btw. “Just so you know” The new ad. http://www.noturnonred.org/index.php/2007/05/08/sears-where-it-begins/ You have to spin down a tad to get the youtube link. Sorry? The real lameass song from back in [...]

]]> By: tom http://noturnonred.org/2007/05/08/sears-where-it-begins/#comment-184 tom Sun, 13 May 2007 16:04:38 +0000 http://www.noturnonred.org/index.php/2007/05/08/sears-where-it-begins/#comment-184 I completely agree with you. A retail marketing campaign is no good if the store doesn't deliver on it's promises when the customer enters. This is why I said I reserve judgement on the campaign as a whole, untill I see what the entire package is like. Last year, when talking about the Lands End shop in Sears, I noted that as beautiful as the new area was, five feet outside of it, the customer was present with overstuffed racks and clothing in the middle of the aisle. Same old Sears. For this campaign to be successful, they should also be evaluating merchandise mix, merchandise presentation, and customer service. The marketing brings people in to the store, but if the in-store experience is a lousy one, they won't return. I completely agree with you. A retail marketing campaign is no good if the store doesn’t deliver on it’s promises when the customer enters. This is why I said I reserve judgement on the campaign as a whole, untill I see what the entire package is like.

Last year, when talking about the Lands End shop in Sears, I noted that as beautiful as the new area was, five feet outside of it, the customer was present with overstuffed racks and clothing in the middle of the aisle. Same old Sears.

For this campaign to be successful, they should also be evaluating merchandise mix, merchandise presentation, and customer service. The marketing brings people in to the store, but if the in-store experience is a lousy one, they won’t return.

]]> By: finn mckenty http://noturnonred.org/2007/05/08/sears-where-it-begins/#comment-185 finn mckenty Sun, 13 May 2007 13:33:56 +0000 http://www.noturnonred.org/index.php/2007/05/08/sears-where-it-begins/#comment-185 The thing with Sears for me has always been the disconnect between the catalog and the store. I don't know if this is a regional thing (I grew up near Seattle), but when I was a kid I would look through the catalog and see a huge range of products: everything from video games to appliances to golf clubs. When I would go to the store, all they had was third-rate clothes, which didn't interest me in the least. For them to live up to this theme of discovery (like turning the pages of a book), they need to have a selection of products that's actually interesting. The best campaign is a waste of money if the promise that it makes to the consumer isn't carried through at the store level. The thing with Sears for me has always been the disconnect between the catalog and the store. I don’t know if this is a regional thing (I grew up near Seattle), but when I was a kid I would look through the catalog and see a huge range of products: everything from video games to appliances to golf clubs. When I would go to the store, all they had was third-rate clothes, which didn’t interest me in the least.

For them to live up to this theme of discovery (like turning the pages of a book), they need to have a selection of products that’s actually interesting. The best campaign is a waste of money if the promise that it makes to the consumer isn’t carried through at the store level.

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