The softer side of Sears revealed in a recent marketing campaign produced hard-fast results in the form of increased sales and a revenue awakening for the eclectic brand.... Keep Reading

The softer side of Sears revealed in a recent marketing campaign produced hard-fast results in the form of increased sales and a revenue awakening for the eclectic brand. That same ripple affect applied to Sears Canada, which serves the needs of the northern neighbor to the United States. Sears Canada is an online shopping sensation with the same overwhelming selection and pricing produced by Sears.com. One of the reasons Sears has experienced a solid rebound after the “softer” campaign is consumers finally realize just how diverse and versatile the store chain is. Previous pigeon-holed views of Sears and Sears Canada put the retailer as more of a place to buy lawn mowers, tools, chainsaws and perhaps appliances. Sears was missing the boat on such major sectors such as bedding, clothing and, to a degree, televisions, especially in the age of the LCD, Plasma and HDTV craze. The marketing campaign appealed to a female demographic that quickly found Sears just as competent as other retailers for items they’re shopping for: bed spread, headboards, mattresses, dishes, etc. The TV part came thanks to the “Blue Crew” initiative and instilling the services of celebrities and stars such as Brett Favre. Clothing came with the addition of major players putting their name on products. The Kardashian clan quickly comes to mind in that avenue. Sears Canada, much like Sears.com, allows customers to shop direct and have items sent to their homes – no fuss or crowds at a shopping mall to deal with or increased traffic during holidays. Sears Canada delivers amazing deals almost on a weekly basis with some sort of sale, whether that is a “Cyber” week for electronics or simply touting what is available at its warehouse. The warehouse typically houses discount items and is pushed as a way to save money off retail. Sears Canada allows customers to shop by a particular brand or keyword and consumers also have access to in-store flyers on a weekly basis. Simply put, Sears Canada makes it easy to find what you want and thus turns the experience into an overall excellent shopping stop for all.