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Sears

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.

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Sears

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  1. Sears Sherilynn Sherrouse George Polanco Calli Buckelew

  2. 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

  3. “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

  4. 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 marketing strategy

  5. Current swot analysis

  6. Problem #1 Declining In-Store sales and traffic Employee quality Problem #2 Declining Online Sales Problem #3

  7. When was the last time you bought apparel at sears? When was the last time you shopped at sears? Questions? Why?

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

  9. Who targets different markets in one store successfully? Nordstrom

  10. McMillan Doolittle • Hire full-time regional customer service representative Problem #2: Employee quality Objective: Increase customer satisfaction by increasing employee quality.

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

  12. 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 quality Objective: Increase time that each customer spends in the store by updating store layout and creating a more comfortable atmosphere

  13. Problem #2: Employee quality IKEA

  14. Social Media Website Advertising • Bloggers • Fashion, Cooking, Crafting, Organization, etc. Problem #3: declining online sales Objective: Increase online sales by 40% by increasing awareness of the website and its offerings

  15. evaluation • 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.

  16. Any Questions?? Thank You!

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