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Sherilynn Sherrouse George Polanco Calli Buckelew SEARS.

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Presentation on theme: "Sherilynn Sherrouse George Polanco Calli Buckelew SEARS."— Presentation transcript:

1 Sherilynn Sherrouse George Polanco Calli Buckelew SEARS

2 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 SEARS ROEBUCK & CO.

3 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.”

4 CURRENT MARKETING STRATEGY  Product: Apparel, major home appliances(refrigerators, dishwashers, etc.), homeimprovement/home repair, auto repairservices, kitchen appliances, andelectronics.  Place: Lower-end malls in suburban areas.  Price: Good quality products at a low price.Started sending out catalogs with pricesprinted inside in 1894.  Promotion: “Wish Book”

5 CURRENT SWOT ANALYSIS

6 Problem #2 EMPLOYEE QUALITY Problem #1 DECLINING IN-STORE SALES AND TRAFFIC Problem #3 DECLINING ONLINE SALES

7 Questions? WHEN WAS THE LAST TIME YOU SHOPPED AT SEARS? WHEN WAS THE LAST TIME YOU BOUGHT APPAREL AT SEARS? 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. Objective: Increase traffic by 20% in each store through implementation of marketing to new target markets thus positively impacting sales PROBLEM #1: DECLINING IN-STORE SALES AND TRAFFIC

9 NORDSTROM  Who targets different markets in one storesuccessfully?

10  McMillan Doolittle  Hire full-time regional customer service representative Objective: Increase customer satisfaction by increasing employee quality. PROBLEM #2: 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. Objective: Increase conversion percentage to 25% by increasing level of customer service PROBLEM #2: EMPLOYEE QUALITY

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 Objective: Increase time that each customer spends in the store by updating store layout and creating a more comfortable atmosphere PROBLEM #2: EMPLOYEE QUALITY

13 IKEA PROBLEM #2: EMPLOYEE QUALITY

14  Social Media Website Advertising  Bloggers  Fashion, Cooking, Crafting, Organization, etc. Objective: Increase online sales by 40% by increasing awareness of the website and its offerings PROBLEM #3: DECLINING ONLINE SALES

15  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

16 Thank You! ANY QUESTIONS??


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