Sears And Information Technology

30 Pages 7548 Words

o main strengths. It has the most powerful private label credit card in the retail industry and it has strong customer loyalty. The card is sixty million strong and it accounts for 60% of all sales transactions in the stores (Hisey 1997, 3). Even in the late 1980’s and early 1990’s the Sears Card continued to generate a profit. In 1997, net income from the Sears Card exceeded that of the retail operation. Sears has increased the number of new accounts it opens annually for the last several years.
Sears’ main strength is a strong customer base. Sixty percent of all US households carry a Sears’ credit card (Hisey 1997, 4). The problem for Sears is not looking for customers, but rather, giving those customers what they want. Sears can win half the battle if it manages to implement a good marketing strategy to bring customers back to the store. The next step will be to convince those customers that Sears’ products meet their needs. It will have to emphasize those attributes customers want and reduce those extra features that may no l...