Sears is looking for ways to hold off competitors such as Lowe's and Home Depot who have been eating into the department store's share of home appliance sales. One approach is engaging in a number of initiatives it hopes will help it remain as the nation's largest seller of appliances and perhaps enable it to recapture market share given up in recent years.
The company is introducing 20 new appliances and tabletop products such as blenders and toaster ovens. At the same time, the retailer is positioning itself and its Kenmore brand as the means to help consumers "Simplify" their lives.
"The focus is on innovation that simplifies," Tina Settecase, general manager for Sears appliances, told Reuters.
Sears is also exploring the potential to simplify consumers' lives by offering them a different shopping option. In this case, Sears is testing standalone stores located in affluent areas that only sell appliances. Three pilot locations, according to Reuters, are currently operating in the Houston market.
"They are serving a customer who doesn't want to go in a mall," Ms. Settecase said.
The report didn't indicate how the pilot locations, other than being in upscale markets, differed from the 160 standalone Sears Hardware and Appliance stores operated by the company.
Discussion Questions: What are the reasons behind Sears' loss of market share in the home appliance category? Are the steps Sears is taking now the answer (in whole or part) to helping it reverse the trend that has seen others cutting into its lead in the home appliance business?