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Ho Ho Hope: Sears Aims to Avoid Sad Santa Syndrome

Posted by Barry Silverstein on December 22, 2010 12:30 PM

In 1893, Richard Sears and Alvah Roebuck, two young men with a knack for selling watches, started a company that became one of the great direct marketing innovators and retail brands in the US.

The company sold everything imaginable, targeting primarily rural families via a giant mail order catalog. It wasn't until 1925, when American cities grew up, that Sears Roebuck, later to be known simply as Sears, opened retail stores.

Today, it seems, Sears is gradually going back to its direct marketing roots via online sales. While its retail store sales plummet, Sears is ramping up its e-tail offering with the hope of being more (Web)SavvySanta than the sad Santa depicted in its holiday 2010 campaign.Continue reading...

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