Marge Laney

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...]

The key to success for the brick and mortar retailer today is the seamless melding of the online and offline experience. Making the shopping experience whether online or in the store seemingly one and the same and encouraging customers to connect with the brand and each other brings a 3D feel to the experience.

This 'oneline' experience has most recently been executed with great skill by Nordstrom. I suggest Mr. Friedman become a student of their clean and effortless strategy. If Sears can deliver a oneline experience tailored to their segment that mimics the Nordstrom model, they could elevate themselves above the fray of the discounter slugfest.