Attention Sears’ Shoppers: This is Only a Test
By George Anderson
A piece on the Chicago Daily Herald’s Web site says it’s still too early to tell if Sears 97 store test of stores targeted to local ethnic populations is working.
Begun back in October, Sears created new merchandising schemes, added targeted product and hired employees more reflective of local populations in an attempt to attract Hispanic,
Asian and African-American consumers in those communities where the test stores are located.
Apparel selections are critical to a store’s success, say multicultural marketing experts.
Kelly McDonald is president of McDonald Marketing, which specializes in marketing to Hispanic consumers.
“While everybody appreciates value,” said Ms. McDonald, “this consumer is absolutely motivated by brand and quality, not by price.”
Tom Holliday, president of the Retail Advertising & Marketing Association (RAMA), agrees. “They (Hispanic consumers) spend more money on apparel than any other ethnic group.”
Moderator’s Comment: Will the Sears’s ethnic test demonstrate the need for real differences between how stores are staffed, merchandised, etc. or will
it show that American consumers (regardless of ethnicity) are essentially the same when it comes to what they want to see in a store and what they buy? –
George Anderson – Moderator