After the holiday season ended during my time at Sears NY, the merchandising manager approached me about switching from cashier to in-store signage associate. It paid 80 cents more per hour and didn't involve selling Sears cards. Jackpot. Store signage includes promotional signs and price tags. I'd come to the store early in the morning … Continue reading How To Read A Price Tag
The coupon is one of the all-time best marketing strategies. It brings customers into a store, attracts them to certain products, saves them some money, then inspires them to spend the money the coupon saved them (or more) on other merchandise. Customers feel like they got away with something. Everyone wins. That is, everyone wins … Continue reading How To Use Coupons
When I first read that J.C. Penney was going to sell appliances, I thought it was another example of brand confusion. No one associates Penney's with appliances. That's what Sears is for, right? Nope. I've been proven wrong. J.C. Penney (JCPenney, if you're nasty) stopped selling appliances in 1983, but it reintroduced them to 500 stores last … Continue reading Identity Crisis, Part 4: J.C. Penney’s Schadenfreude
In Judann Pollack's AdAge article, "Dear Sears, It's Time To Hang Up Your Toughskins", she reminisces about Sears' halcyon days in the 1970s and suggests that the brand lost its relevance when the "Softer Side of Sears" ad campaign began. (Although she says it began in 1983, it was really 1993.) The "softer side" is … Continue reading Identity Crisis, Part 3: The Two Faces of Sears
Internet retailers are taking a significant amount of department stores' business, but that's not the whole story. Department stores need to take a hard look at themselves too.