Sears is a chain of department stores selling home decor, home furnishings and clothing. They sell appliances, tools, mattresses, garden items, clothing, jewelry, electronics, toys and more.
People are attracted to Sears for its wide range of products, the quality of the products it carries, and its collection of very well-regarded brands, all under a single roof. The Sears target market includes people looking for quality, respected brands, and style.
So, let’s review this market and understand what attracts them to shop at Sears!
Understanding the Sears Target Market
One of the best ways to understand the Sears target market is to first understand why people shop in a department store when there are so many alternatives available.
For instance, why not pop into a convenience store and buy something quickly? Or if someone’s looking for a new shirt, why not go to an online clothing store and have it delivered to their home?
And then we need to ask ourselves why people shop specifically at Sears when there may have alternatives available to them including other department stores like Nordstrom, Macy’s, and Bloomingdale’s or home-decor stores like Pottery Barn or Crate and Barrel or even at home improvement stores like Lowe’s or Home Depot.
By answering such questions and truly understanding the customer’s needs and motivations we can divide the Sears target market into the following customer segments:
- People who like a one-stop shopping experience
- People looking for a wide selection of products
- People who appreciate good customer service
- Consumers who are willing to pay a little extra for better quality
- People looking for stylish but comfortable clothing
- People who love brands and products at Sears
- People buying a gift for someone else
- People who have just moved into a new home
- People looking to upgrade their current home decor
- People who value the in-store experience over online shopping
Let’s now look at each of these market segments in depth.
#1. People who like a one-stop shopping experience
One of the things that make department stores preferable is that they offer a one-stop shopping experience. This is especially convenient for busy people who don’t have a lot of time to run around to different stores.
This is especially true of Sears where shoppers can find everything from clothing and accessories to home decor and kitchen appliances, all under one roof. This convenience is a big draw for busy people who want to be able to get all their shopping done in one place.
Sears can also be perfect for those with small children because it makes it easy to shop in a single store without having to lug kids from store to store. Also, once they are in Sears, people tend to find items they didn’t know they needed in the first place.
#2. People looking for a wide selection of products
The Sears target market isn’t limited to people who enjoy the one-stop-shop experience, but also people who like having the option of choosing from a wide selection of products. This could be anything from clothing to footwear and tote bags to accessories.
A lot of people go shopping with particular products in mind, but some prefer to have a wide range of products to compare and select from. Even for buyers that don’t necessarily have anything specific in mind to buy, the availability of varieties makes them pick something.
#3. People who appreciate good customer service
Good customer service is the bread and butter of department stores, and Sears is well known for its excellent customer service. This is one of the things that makes Sears stand out from other stores, both online and brick-and-mortar.
There are always salespeople available to help customers with their shopping, whether it’s finding the right size or selecting a gift for someone else. Sears’ customer service is one of the things that keeps shoppers coming back, even if they could find what they’re looking for cheaper elsewhere.
Shoppers in this segment of the Sears target market are looking for a personal touch, whether it’s in the form of help from a sales associate or simply being able to find what they’re looking for without too much difficulty. They’d rather get quick help from customer service in person than phoning-in complaints to an online store.
#4. Consumers who are willing to pay a little extra for better quality
Many people are willing to pay a little extra for the better-quality products that they can find at Sears. This segment of the Sears target market is looking for items that will last longer and look nicer than the cheaper alternatives.
They know that with Sears they’re getting access to high-quality products from well-known brands, and they’re happy to pay a bit more for that. They also appreciate the fact that Sears offers a wide range of prices, so they can find something to suit their budget.
This segment of the Sears target market is looking for value for their money, rather than the lowest price possible. They know that they can find quality products at Sears that will last them a long time, and they’re willing to pay a bit extra for that peace of mind. This works better for them rather than shopping somewhere else like at a convenience store.
#5. People looking for stylish but comfortable clothing
One of the main reasons people shop for clothes at Sears is because they are looking for stylish but comfortable, everyday clothing.
This segment is also looking for clothing that will make them look good and feel confident and not feel over-dressed. They want to be able to find fashionable clothes that are stylish and well-made, without having to spend a lot of time looking for them.
Sears makes it easy for them to find what they’re looking for, which is why this segment of the population loves shopping there.
#6. People who love brands and products at Sears
This segment of the Sears target market includes people who simply love the brands and products that are sold there. They may not be looking for anything specific when they walk into a Sears store, but they know they’ll find something they love.
These shoppers are often loyal to the brands that Sears carries, and they appreciate being able to find all their favorite products in one place. They are also likely to take advantage of sales and promotions since they know they can find great deals on the products they love.
#7. People buying a gift for someone else
When it’s time to buy a gift for someone else, Sears is often a top choice. This is because people know that the recipient will appreciate the quality and style of any product from Sears.
Sears also makes it easy to buy a gift for someone else. Their stores are well-organized, and the sales staff is always willing to help. Plus, with Sears’s return policy if someone wants to exchange or return a gift, it’s not a problem.
Thanks to the wide range of clothes and other products at Sears, it’s easy to find the perfect gift for anyone. Whether you’re looking for a new dress for your mom or a stylish shirt for your brother, Sears has something for everyone.
#8. People who have just moved into a new home
People who’ve just purchased a new home usually need to buy everything for it. They might not have any furniture or home decor at all and could be starting from scratch.
These customers are looking for ideas and inspiration. And one of the best ways to get an idea of what to buy is to take a stroll through Sears.
Sears has a wide selection of items for the home including furniture, mattresses, items for the kitchen, the bedroom, bathrooms, and of course all electronics that any new home would need.
This makes Sears a great place to shop for a housewarming gift for someone else as well. Thanks to the wide range of products, it’s easy to find something that new homeowners will love.
#9. People looking to upgrade their current home decor
A smaller subset of the previous segment of the Sears target market includes people who are looking to upgrade their current home decor. They might not be moving into a new home, but they want to make some changes to the one they’re already in.
These shoppers are looking for ways to update their homes and make them look more stylish. They might be interested in a new couch or dining room table. Or they might be looking for some new home decor items like lamps, vases, or picture frames.
Whatever they’re looking for, Sears is a great place to start. Even when someone’s working with an interior designer, they can often ask the designer to incorporate some of Sears furniture or home decor into the design.
#10. People who value the in-store experience over online shopping
There are still plenty of people who prefer the in-store shopping experience to buying things online. They like being able to see and touch items before they purchase them, and they enjoy the social aspect of going out shopping with friends or family.
So even though Sears offers online purchases, there are still plenty of people who choose to visit Sears stores. These people like the fact that they can take time to browse and don’t feel rushed to make a purchase. They also appreciate being able to ask the sales staff for help or advice when needed.
This social aspect of shopping in a physical store is one of the things that Sears does best. They create a friendly and inviting atmosphere in their stores, which makes shoppers want to come back again and again.
Conclusion
The Sears target market includes people who like a wide selection of products, good customer service, and a one-stop shopping experience. These are people who are willing to pay a little bit more for this value that they get from shopping at Sears.
When it comes to clothes people shop at Sears for the brands it carries. These people are looking for stylish yet comfortable clothing and they know that can find it at Sears.
Buying a gift for someone else is also very easy at Sears given the broad range of choices and products available. This also makes it easy to buy items for the home, whether someone’s moved into a new home, or they are simply upgrading their current home decor.
Finally, people who value the in-store experience over online shopping also shop at Sears because it gives them all the benefits of in-person shopping that they cannot get online.