Sears Launches New Fashion-Forward Customer Engagement Strategy
America’s Former Largest Retailer Sets Sights On Omni-Channel Dominance
At one time holding the rank of America’s largest retailer, Sears has been steadily rolling out a host of creative retail commerce strategies to regain some footing. Now + Here, a fast-fashion shop in Sears stores across the country, joins the ranks of the retailer’s many multi-channel initiatives (including the Shop Your Way program, e-coupons, fully integrated shopping cart systems, and associates armed with SHOPsears tablets). Now + Here will supply shoppers with monthly deliveries of items reflecting current fashion trends in addition to exclusive online content, tips, and fashion-related videos. The shop’s products will be made available across many channels: in-store, on its website, and at shopyourway.com.
Alongside the affordable price points for which the retailer is known, Now + Here focuses on engaging the tech-savvy millennial shopper through an omni-channel approach. “Today's fashionista lives a digital lifestyle that is part of everything she does, including how she shops,” commented Sheila Field, chief marketing officer of apparel. "Launching the Now + Here shop with a virtual fashion event not only gives her a front row seat to the launch, it takes her inside to experience and purchase the product in a whole new way. It also showcases our integrated approach and focus on shopping made fun and easy."
With its strong approach to integrated retail and innovations such as Now + Here and a newly launched in-vehicle pickup program, Sears is rolling out the red carpet for the younger, cross-channel shopper. CEO Eddie Lampert commented, “We believe Sears Holdings is uniquely positioned to win in the world of integrated retail. Integrated Retail combines the best of the various channels: broad product selection, ability to touch and feel the product, and access from anywhere through mobile applications.” As the retailer narrow its focus to integrated and customer-centric retail, it is also narrowing its losses. The recent decision to spin off Land’s End, which attracted a less trendy and less tech-centric demographic, serves to highlight this: Sears believes that investing in the millennial shopper and technology is the path to future sustainability.