From the Client Side: Connecting with the Customer

Sears and its agencies take an integrated marketing approach

John H. Costello
senior executive vice president,
general manager, marketing, at Sears, Roebuck and Co

The flagship retailing arm of Sears, Roebuck and Co initiated a sweeping restructuring in January 1993. Under the direction of its new chairman and chief executive officer, Arthur C. Martinez, this comprehensive effort is designed to concentrate on Sears' target customer and make the company's stores the most compelling places to shop, while it vigorously cuts costs and develops a high-performance, results-oriented culture.

Today, Sears, Roebuck and Co is achieving significant progress toward a major transformation. Driving this transformation are several elements, each reflecting a system-wide rededication to the customer: upgraded merchandise, a greater focus on brands, more appealing stores and a fully integrated marketing strategy based on comprehensive advertising and other strategically targeted programs.