What a great website, it's nice to see the Holdings Corp being proactive in improving things at Sears and Kmart.
I still love Sears, it was my first employer and I will never forget that. So, here are my ideas:
1) Stop shoving everything down customer's throats. I feel this was Sears' major problem back in the 90's and slowed the turnaround back then. Customers are harassed by sales associates to open a credit card or buy an extended warranty because they are hounded non-stop by their supervisor if their numbers suffer. So, how about trying what most other successful retailers do- offer these services, but don't threaten associates with their jobs if they don't succeed. This will take alot of pressure off your associates so they can deliver a great experience for the customers without that cloud hanging over their head. Do not continue allowing customers to be hassled non-stop so you can make an extra buck. Be thankful they bought from you period.
2) Phase out Sears Full-Line. Malls are dying all over America, and have been for almost ten years now. Sears is in the position its in now because back in the early 90s, management didn't have the foresight to move out of the malls and into the communities where their customers lived. In so doing, they lost alot of their customers, who decided it wasn't worth driving past 4-5 competitiors to come to Sears, which leads to my last point-
3) Remember Sears Grand? In 2003, before the merger with Kmart, Sears unveilved the Sears Grand prototype stores in suburban communities without a traditional Sears presence. These stores were large 150-200,000 square foot stores featuring everything a normal Sears would, plus new departments such as pantry, books, garden center, HBA, toys, a real electronics department, among other things. These stores featured softlines more than hardlines and achieved great results, producing revenues 30% higher than a traditional Sears FLS. What happened to this idea? After the merger, Sears Holdings decided it could slap 'Sears' onto an old run-down Kmart building and it would have the same effect. They found out the hard way this was a very bad idea. So, I suggest the company take some of those billions of dollars in stockpile and invest in several hundred new Sears Grand stores all over America, and replace your mall stores with them. They will be more competitive, and customers will return to Sears in these new, bright, innovative stores.
How about adding a full grocery to Sears Grand? It would be a unique concept- the first true 'one stop shop'. A store where you could buy a refrigerator and everything to put in it. The mulch and fertilizer along with the quality Craftsman lawn tractor. The possibilities are almost endless.
In the end, in my heart and soul, I believe Americans want to shop at Sears again, I mean, Sears used to be 'Where America Shops' after all. Show them you want their business by being respectful of their time and money. Lower prices and compete head to head with your competitors, and last but not least, become more convenient. The reason most people don't shop with Sears anymore is because they moved to the suburbs a long time ago and Sears didn't follow.
Thanks!