Sears a Dying

Describe how some of the trends mentioned in the textbook are affecting Sears.

The changes in the economy and consumer demographics are affecting Sears. As more consumers are working multiple jobs to make ends meet, they are more time conscious. This has caused consumers to indulge more in the convenience offered by big box discounters such as Walmart and Target. Likewise, consumers are attuned to purchase online than traveling to brick-and-mortar establishments. In addition, Sears’ outdated communication platform affects connection with Millennials and Generation Ys. The Brady Bunch Movie: “Put on your Sunday best kids; we’re going to Sears!” that enticed Baby Boomers to shop at Sears does not mesh with Millennials and Generation Ys. Millennials and Generation Y exploit Facebook, Instagram, and Twitter for communications and promotions from retailers.

Describe the external and situational influences that steer shoppers like Ashley away from Sears.

External influences include social and cultural facets; specifically age, friends, and values steer shoppers away from Sears. Today, consumers have a plethora of options in terms of shopping at brick-and-mortar and online. Therefore, competition is a significant external aspect. Furthermore, enclosed mall centers no longer appeal socially as they did years ago. Neither Millennials nor Generation Ys plan to meet, relax, and/or roam at enclosed shopping malls. Consequently, because many, if not all Sears locations are mall-based they are receiving less and less traffic. Value as a whole has been redefined by the increasing fame of discount retailers. As a result, consumers now want low prices, great customer service, and/or exclusive brand names.

Situational influences include time restraints, favorable locations, and money constraints. One-stop shopping is invaluable to consumers today. One-stops accommodate time restraints, retailers are conveniently located, and retailers’ price competitively.

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