Mark Price

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...]

One of the key opportunities for the new marketing chief is to increase how Sears leverages their customer data to improve personalization, guest satisfaction, increase cross sell, and ultimately customer value.

The value of digital marketing is not just in the channel; rather, it is in the ability to leverage customer information to personalize the experience of individual customers, and to provide a personalized communication at the time and in the channel that the customer desires. In this way, Sears can work to improve their relationships with their best customers as well as high potential customers, thereby creating a stable franchise and foundation for future business growth.