Richard Gerstein, CMO of Sears & Kmart was asked by Advertsing Age: Store experience is something critics always point to as a cause of Sears' and Kmart's image problem. Is that something that's being addressed?
R.G. (with my commentary in parenthesis): It's an overused excuse, frankly (how so?). I go into lots of different stores. What makes a Costco a great looking store? What makes Walmart a great looking store? These things aren't dramatically beautiful by any means (unless you consider ... value, in-stock, seasonally correct and clean as elements of beauty). We are looking to improve our stores (how?). But we're focused on the 80% of our stores that look good (huh?). Sometimes when your businesses are soft (perpetually), those fundamental issues are overplayed (how so?) by people as the reason for the lack of success.
And, the 2009 Denial Award goes to ... Richard and his fellow executives.
Believe it or not, Richard's measured advertising spend last year was (are you ready) $2.1 BIllion. The stores, his defining product, aren't anywhere near being right or even seemingly a focal point but the company spends Billions driving people to the stores. Spend the billions to get the stores and product offering right, then advertise, Richard.
O.D.O.o.O.D.B.
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