Why Save Sears Other Than Money?
- Posted by Ephraim Cohen on May 27th, 2008 filed in Messaging, Reputation Management
- Comments
I’ll always maintained that the strongest communications programs always remember that it’s the bottom line that determines business success. But I also maintain that if the bottom line is what defines the business, the chances of success drop precipitously as a business succeeds due to mission and purpose – the bottom line is just the most fundamental measure of that success.
And that’s Sears’ problem right now. They seem to exist to survive and not serve a purpose to customers and communities. After reading about yet another bad quarter and misguided strategy, I thought I’d compare how Sears describes itself versus competitors (as defined by media reporting on Sears).
In taking a look at the about section of Web sites, here are the key lines that jump out for each company:
| Company | Message | Market Place Position for Investors | Reason for customers to shop |
| Wal-Mart | Every day low prices. | Low price market (market share) | Low prices |
| Target | High quality, stylish items…welcoming environment. | Premium market | Higher quality goods and shopping experience |
| Lowe’s | Helping out customers improve the places they call home. | Home self-help market | Self-help for the home |
| Sears (incl. Kmart) | A leading broadline retailer providing merchandise and related services. | Selling a lot of merchandise | We sell a lot |
I found the positioning contrast between Sears and competitors surprising and not a good sign. Wal-Mart, Target and Lowe’s leading statement all focus on the need . they fill for customers. For the consumer, they outline why they want to shop there For the investor, they outline their market place position.
Sears, on the other hand, simply makes a market leadership position that is not event quantified. If you’re going to use the word leading, then back it up with a big number in a market people can relate to and that sows growth. But that’s only for investors. Sears isn’t clearly communicating why customers should shop at its stores. It’s as if Sears is thinking without a sense of mission or specific market in mind. It’s a drowning business that’s just thinking about saving itself. That’s fine, but it needs to give customers, the audience most important to its survival, a reason to save it.
