Gene Detroyer

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...]

It may be too late for Sears. The only chance they have is if they start directing their marketing to develop their online business. It will be a waste if they see online as a way to bring people to stores.

Fortunately, the move to online merchant is constant with Lampert's real estate play. He will find better ways to utilize the real estate. He bought this as a real estate venture and he never wanted to be locked into retail stores.

What is ironic is that Sears could have been the retailer to develop Home Depot. What is more ironic is that Amazon is to people today what the Sears' catalog was to people 70 years ago.

Unfortunately there will be no room for Sears online in the future. It no longer has any brand value and it would have to beat Amazon and Wal-Mart online, not to mention 100s of others that people are already used to going to.