In the 1960s, Sears was the "it" store. American-made Craftsman tools and Kenmore appliances were among the very best. My mom had a set of appliances that lasted 25 years. Sears had a mail-order option/function that was super. As a child, we moved from a big city with a complete, full service Sears to a very small town that had only a mail-order outlet. Even so, Sears was "the place to go".  Then they expanded the mail-order outlet to a full store and it was still great.

Then Sears began to decline. I don't remember just when but it must have been the late 70s or 80s. It was during the same time that Sears wasn't just Sears anymore (maybe someone with a better memory recalls the specifics). They began this umbrella of offerings like investment company, insurance company, real estate company. Then, seemingly, they hired the brother of the guy who changed the Coke formula to run the whole shebang.

I took a college business course in 1991 and by then Sears was totally in the crapper. It was in the textbook under "how to fail in business" and 90% of the students had a Sears horror story (for example: one guy told how he bought 4 gallons of paint and had it special mixed from a color sample from the store's own display. The store person made a mistake in the mixing and the color was wrong. He had already paid when he opened the paint and found the mistake. Sears would not make it right. Ironically enough, as the man was leaving the store he stumbled and lo, and behold, the employee had not hammered shut one top on one paint can and paint went flying everywhere. Go Karma!) and a reason why they would never shop there again.

I have not so much as stepped foot inside a Sears store since the late 70s. I don't even consider Sears as an option. I don't read their newspaper inserts or pay attention to their tv ads. I go to the mall and never go to sears. I have never really thought about it until this post, but I went from a devoted customer to a devout non-customer after having several problems in the 70s. I'm not angry and don't even remember what problems I had that made my feelings change. I did discover years ago that I have no power to change the way things are, but I do have control over where I spend my money. Not spending my money with Sears is my way of appeasing myself for policies and practices I did (or do) not like. They didn't worry about keeping me as a customer when they had me, so I don't worry about their bottom line now. In this day and age, there is always some where else to shop. I don't see why I should give them a second (or third or sixth) chance to get a few of my dollars when they didn't take care of the business they had from me.

Until these posts, I didn't know they had a Kim K. line. I laughed out loud when I read it. Years ago, I didn't want Jaclyn Smith's name emblazoned across my backside, and I liked her. But Kim K.???? Geez, what's next? The Snookie for the Ambitious Up and Comer Line.

I apologize to those who would asked for tolerance, but I get so frustrated with what we USA folks seem to admire so much - like sports stars that have no sportsmanship, reality tv shows that reward nasty behavior, and people who are famous for absolutely nothing. Is that the real pulse of the US of A or it is media hype trying to make it so for big profits? I have the same negative feelings that many of you voiced about Kim K.  No, she never did anything to me and no, I don't know her, but she put herself out there and now she is grist for the mill. I was proud to see that Americans, in general, did not flock to her Kollection. It helps me identify media hype for dollars. 

Sears and K-Mart should be and have always been in my mind a completely different shopping experience.  Their marketing strategy should also be completely different. 

The Kardashian's name should have never been displayed in a Sears Department Store, and I would have thought twice before I used their "Appeal" in a K-Mart as well.

Despite what many Marketing people want to believe, a name is only a name.  There must be a positive demand for the name first and although Kardashian is recognized, the only demand it creates is in the porn section of the video store.  A huge marketing blunder. 

This once great American department store can be salvaged, but they need a new marketing strategy and a new line of quality products without the hype of a so called "Celebrity" to rely on for sales.   

Sears has done some amazing things very wrong in recent history. The K-mart / Sears merger was a good Idea. They had an opportunity to cross brand Kenmore / Craftsman / Jaclyn Smith. Yes I am a consultant for the retail industry. The Kardasian line of product was complete garbage, Very over priced and very poor quality. I blame both Sears and the Kardasians for this mess. If you compare that to say Jessica Simpson there is a Huge difference. I just bought a pair of LEATHER Boots for my wife from Victoria Secrets for 99$ you can't even buy leather boots from Sears. There are several things that Sears / Kmart can do to change this direction or they are going to end up like Mervyns.

!- Better differences between K-Mart and Sears. Cross Branding is ok on a limited basis.

Change the lay-out of the stores. 1st floor women/ kids/ means. 2nd floor-Designer fashions that is reasonable! Jaclyn Smith/ Chaps/ and in house promotional line ( Merano at Target) sell space and have collections a much better accessories selections to add margin.

3rd floor- Major appliances set up in vignettes. I know that Sears is primarily a replacement driven focus, the stuff still looks better in a Kitchen setting. Expand the offerings in small appliance and do the same as your second floor by allowing Brands to show case their product. Why put toasters on the bottom floor and Stoves on the top floor.

Really improve your customer service. Nothing is more frustrating than to speak to a clerk that knows less than I do!

This offer is free; the next one will cost you!

Good luck Sears

DB