home fitness equipment in January of this year.Sears Targets Children They targeted school age children with the new styles. They would use this idea to refer to as the "Relaxed Uniformity" which increased sales in July of 1998. This helped bring in the younger and health conscious consumers who did not feel that the Sears brand name was right for them. This stream lining effort would include shutting down some of the lagging catalog sales offices. This allowed them to establish more competitive prices in the market and better returns for their shareholders.Sears decided to set up displays, which bring the consumer walking by into the store and the product that has the return buyer's interest in the back of store. With this in mind they remodeled the floor plans and placed the items they knew the continuous customers would search out to the back of the stores which forced the customer to pass by other product they did not realize was stocked by Sears. The placement of other products, which had lagged in the past, in high traffic areas, increased the sales of those items. Last but not least, once Sears had the company market strategy drawn out; they needed to inform the public of the changes they had made and figure out how they could meet the consumer's needs. The Softer Side of Sears for WomenSears re-launched its successful "Softer Side of Sears" advertising campaign that helped the company's turnaround by highlighting its renewed focus on women's apparel. The new version of the Softer Side campaign, which included print and broadcast ads, invited customers to "Take Another Look" at the fashions available at Sears. "The Softer Side of Sears" campaign achieves the key marketing objectives. It changes customers' perception of Sears, drives traffic into the stores, and demonstrates Sears' commitment to offering customers stylish and relevant women's apparel," said Arthur C. Martinez, chairman and chief executive officer of ...
