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Sears Self Questions

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1) What is Sears trying to accomplish with the introduction of the Elf program? The purpose of introducing the Elf program is to improve customer service by providing extra attention and service, which recreates the shopping experience. By assisting their customers with personal sales experts, Sears can have more access to identify their customer preferences and tastes, and at the same time allows their customers to enjoy more convenience and freedom assisting the customers with personalized service to deal with holiday shopping hassle. By introducing the Elf, Sears is able to reduce the intimidating environment of a department store: size, assortment, and traffic during holiday season, and turn consumers to explore the convenience of a one-stop shop. 2) Can the Elf program help Sears to increase its sales revenue or profitability? How? The Elf program definitely can help Sears to increase its sales revenue or profitability. Personal shopper not only adds positive value to the brand, but also re-energizes the shopping experience. Since all the personal shoppers are selected from among the existing sales representatives, those employees must be well performed and fully trained with a special knowledge of customers’ buying behavior and habits. This may create a potential comparative advantage for Sears, which also differentiates its assets (service) from competitors. What’s more, the convenience and pleasure that Elf brings to the customers drive them to visit the store and buy from Sears much more often. The program also creates incentives for employees seeking a better performance in sale in order to be promoted as personal shoppers to earn extra hours. 3) How can some claim that customer service costs money? What increases in costs do you see in order to increase customer service levels ? (think about what Ritz Carlton does)

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