Sears revamps marketing focus.(Brief Article)

Home Textiles Today, August, 2001

OAKBROOK, IL -- Sears is radically changing its marketing strategy, moving from an item/price/mass position with "an inconsistent ROI, an unclear value proposition and a lack of Sears focus." David Selby, senior vp, marketing, told the home fashions suppliers at a meeting here last month that "the Sears brand will support our multiple businesses -- we are both a brand owner and a retailer." At the same time, Selby pointed out, "We will have a clear, complete emotional position with our customers, improve the promotional product, have a multi-cultural relevance -- as well as have a multi-channel imperative." For fall, "We will have a new Sears brand campaign with redesigned preprints and mailers," he said.

"There will be a more focused promotional...

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