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Sears officials have made it clear this year that they want to be an “asset light, member-centric integrated retailer” leveraging its Shop Your Way loyalty program.
What’s more, they want to offer a unique customer experience and plan to launch “Showcase at Sears,” which is a shop-in-shop experience that gives members and customers an exclusive opportunity to shop more than 10 of Europe and Latin America’s hottest international apparel brands.
“We are creating an experience for our members unlike anything in the U.S. retail industry – a fashion-forward, shop-in-shop apparel collection featuring established and popular international fashion brands,” said David Pastrana, President of Apparel, Sears Holdings. “Showcase at Sears gives our members access to fresh international trends, styles, and fashions at an affordable price – and only found at Sears.”
“Showcase at Sears” will initially launch in five New York-area stores this fall and feature men’s and women’s apparel, women’s shoes, intimates and handbags, and children’s apparel. Sears is building a 10,000- to 15,000-square-foot boutique within the existing apparel footprint of each store that will be staffed by dedicated associates. Apparel styles will range from fast fashion and fitness to contemporary sportswear and professional looks, with prices ranging from $10 to $175.
To help create Showcase at Sears, Sears teamed with SGN Group, the market leader for established European fashion, cosmetic and jewelry brands that look to establish a U.S. presence.
Showcase at Sears will open inside Sears locations in:
Cross County Shopping Center (Yonkers, N.Y.)
The Galleria at White Plains (White Plains, N.Y.)
Green Acres Mall (Valley Stream, N.Y.)
Newport Centre Mall (Jersey City, N.J.)
Woodbridge Center (Woodbridge, N.J.)
Shop Your Way members will be able to both earn and redeem points on purchases of Showcase brands.
In May, Sears opened its first 10,000-square-foot Sears Appliance store in Fort Collins, CO. If this test goes well, this will be the first of what is expected to be a broader rollout later this year to spark elevated customer engagement.
Leena Munjal, SVP, Customer Experience and Integrated Retail, Sears Holding Corp., told Loyalty360 that as the retail landscape continues to evolve, “we’re always looking for innovative ways to serve our members. Fort Collins is a great example of how we are focusing on our best categories, stores, and members and how the value of a physical store combined with Sears’ digital capabilities is a win for our members and this community. Physical stores are very important to our strategy, but as we transform our company, we are looking at how different stores can serve our members who utilize all of the digital capabilities we have to offer.”
The size of an average Sears store is approximately 138,000 square feet.
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