Sears Reasserting Its Appliance Supremacy


Hoffman Estates, Ill. — Sears is getting back to its appliance roots.

A decade after touting its softer side while ceding share to the home-improvement channel, the retailer is mounting a major effort to remind older consumers and inform younger ones that Sears is the best place to buy appliances.

The cornerstone of the strategy is a new ad campaign built around the “Blue Appliance Crew,” a blue-shirted team of delivery, installation, repair, support and assisted-sales personnel who demonstrate Sears' white-goods strengths in a series of humorous TV spots.

Those strengths, interim CEO Bruce Johnson told reporters in a rare media gathering at corporate headquarters here, include the industry's broadest assortment, top brands, competitive pricing, a robust Web site and a full suite of services including next-day delivery.
Sears is also bolstering its majap proposition with additional training for

Bruce Johnson, left, interim president/CEO of Sears Holdings, with majap chief Steve Light

sales  associates, price matching and everyday extended financing, major investments in e-commerce, a new “urban assortment” of smaller-sized majaps, and further build-outs of its franchised dealer store and new Home Appliance Showroom chains.

“We have a strategy that I'm convinced will win in the marketplace,” Johnson said, and will allow Sears to “regain its position of preeminence in the industry.”


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