James Tenser

Will a New Marketing Chief Take Sears in a Digital Direction?

August 27, 2010

FROM RETAILWIRE:
Sears, similar to most brick and mortar retailers, has marketed primarily through traditional print and broadcast media. But, will all that change now that the company has hired a digital expert to run its marketing operations?      [more...]

A fascinating development. Mr. Friedman has a brilliant opportunity ahead of him, but very likely a short window in which to show results.

A word of advice: Don't champion innovative marketing channels absent of close coordination with merchandising strategy, compliance and implementation. The store is definitely where it's all going to happen, but messaging alone won't win the day, no matter how clever the medium.

Merchandising performance management is the name of the game now. Many retailers are too inbred to pursue decisive adjustments in this regard. Sears Holdings may be able to bust its paradigms more easily - and that could make it a formidable competitor going forward.