Carol Spieckerman

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...]

Yet more proof that Sears isn't sitting still and that Mr. Lampert's outside-in approach to retail marches on.

Sears is not getting enough credit for being a methodical change agent and contrarian retail innovator. Instead of layering on brand upon proprietary brand in its stores like J.C. Penney and Macy's have, Sears began to monetize the perfectly good ones it already has through licensing. Sears is exploding its brand and product offerings, but doing so openly inviting others to leverage its platform rather than throwing up velvet ropes. As such, Sears is the one retailer that is emerging as the true Amazonian "marketplace" player.

Rather than obsessing on store remodels and other resource-draining window-dressing, Sears has quietly built out-of-store platforms like MyGofer that promise to transform the fundamental purpose of a store location. This latest appointment is an exciting continuation of a trajectory that, regardless how successful, will transform retail and challenge others to move in new directions. Don't expect a new tagline!