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Marketing of Services by Sears Retail Group

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Abhi Arya

Sears Canada adopted an "ELF initiative" in 2006 to offer personalized shopping assistance during the busy holiday season. The initiative aimed to increase sales, revenue, and customer satisfaction during this critical time. Sears analyzed customer shopping behaviors and found most women begin holiday shopping early while many men wait until close to the holidays. The ELF initiative sought to engage both groups by providing a better shopping experience through one-on-one assistance.

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I LEAD SEARS LEAD ,[object Object],[object Object],[object Object],[object Object],Personal Shoppers At Sears : The ELF Initiative
Company Profile ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Case Synopsis ,[object Object],[object Object],[object Object]
Issues ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Objective ,[object Object],[object Object],[object Object],[object Object]
ELF Initiative - 2006 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Objective of ELF Initiative ,[object Object],[object Object],[object Object],[object Object],[object Object]
Characteristics of Canadian Holiday Shopping Personalities ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
ELF as Revenue Generator ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Outshines Your Competitors ,[object Object],[object Object],[object Object],[object Object]
Competitive Advantage ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object]
Employee Satisfaction ,[object Object],[object Object],[object Object]
Contd… ,[object Object],[object Object]
Customer Service ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Performance Management ,[object Object],[object Object],[object Object],[object Object],[object Object]
Customer Loyalty ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Economic Value of a Loyal Customer
 

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