
How are you leveraging the strengths of Orchard Supply Hardware
and Sears Hardware?
This partnership has allowed Orchard Supply Hardware to benefit from our private brands such
as Craftsman, Kenmore and DieHard. Additionally, Orchard benefits from Sears Hardware's great
expertise in the big-ticket tool and lawn and garden business. Sears Hardware has benefited
from Orchard's legendary customer service. Orchard has demonstrated it knows how to service
customers looking for a quick solution to their home maintenance problems better than anyone
in the hardware store industry. They've been doing it for more than half a century. As a
result, their customers are extraordinarily loyal.
How are you addressing competition from big-box retailers entering your markets?
Big-box retailers have an impact when they enter a market, but remember, our hardware stores
are targeting the customer who is on a different shopping mission. Our research shows that
customers go to the big boxes for big projects, but when they have small maintenance
projects to do at home - repair a leaky faucet, repaint a weathered door or replace a broken
screen - they prefer a local hardware store. We have a broad assortment, are competitively
priced and have the Craftsman brand, which is not available from our competitors. We also
have a higher level of service in our stores. So while we don't ignore the big boxes, we're
serving a different shopping occasion.
How are Sears dealer stores doing?
The dealer stores have performed well from the time we launched the format in 1993, and
they've been getting hotter ever since. We describe this format as the superstore for
appliances, electronics, and lawn and garden equipment in smaller communities - those with
a population of fewer than 20,000. We have more than 650 units open currently. Before long,
we'll have 800 and ultimately 1,000 stores. The key issue is finding sites and qualified
owners in those communities. Almost all of the stores are run by families that are very
entrepreneurial and committed.
Given the early success of The Great Indoors, what are your expansion plans?
Our second store will open in Phoenix later this year, and we're planning for two more
sites in the third quarter of 2000. That will give us enough locations, in markets with
different demographics and weather patterns, to give us a sense of the concept's breadth
of appeal.
Automotive had a tough year in 1998. What are you doing to improve the
business in 1999?
For the last two years, we
have been repositioning Sears Automotive Group to grow our industry-leading
position. We created and launched the NTB brand, opened more than 100
new stores and developed state-of-the-art systems and logistics dedicated
to the tire and battery business. These changes deflected our focus
on sales generation. Now, we are ready to focus 100 percent of our attention
on our customer, offering a compelling assortment, highly trained personnel,
strong leadership and flawless execution. We are confident the pieces
are now in place for us to strengthen our position as the leading tire
and battery retailer in our industry.
How important are Sears Auto Centers to Sears automotive business?
They are the backbone of our automotive business today. Through Sears
Auto Centers we serve the loyal Sears customer, and also provide multiple
opportunities to capture value for the company by maximizing our strong
brands, especially DieHard and Sears Card. We will attract new customers
through broader marketing while we continue to target the Sears customer
who may not be using the Sears Auto Center today.
What differentiates NTB from Sears Auto Centers?
Because Sears Auto Centers are already in the best malls in the country,
NTB clearly offers the most growth potential. NTB's competitors are
regionally or locally based, and therefore do not always have the assortments,
pricing and services the customer desires. We believe with NTB we can
leverage our reputation for expertise and strong brand and vendor relationships,
and effectively compete against local and regional players. Moreover,
NTB attracts customers who might not think of Sears first for their
automotive needs.
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