Sears

B2C Web Market Strategy 

Business

Sears enjoys a rich retail history through its many retail stores located throughout the United States and Canada,  serving millions of consumers on a weekly basis.

Challenge

Seeking to develop a profitable on-line Partner strategy that also incorporates the Sears bricks and mortar stores. Without generating channel conflict with the Partner -or the Sears store.

Approach / Solution

After several extensive meetings that reviewed technology platforms, marketing plans and the bricks and mortar locations, together with Management, we constructed an innovative approach that captured the primary objectives.

Partners were located and evaluated by Woodstock Group and all proposals were carefully reviewed via a clear and custom Sifting Chart process, that addressed:

• Offering uniqueness
• Market elasticity
• Product - Service Quality
• Ease of Purchase
• Revenue potential
• Margin Contribution
• Distribution requirements
• CSR support requirements
• Absolute support of the everlasting Sears 100% Satisfaction policy.
• Customer Extension and Retention

Results

Sears and Partners enjoyed introducing several new products and services to over 45 million consumers via the internet and direct marketing, that ultimately connected the stores.

Moreover, Sears enjoyed strategic alignment with new brands that did not conflict with the traditional store merchandise, and Partners enjoyed entry into new and untapped markets- with very low customer acquisition budget rates.

Global