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Ivey Publishing
Personal Shoppers at Sears: The Elf Initiative
Product Number:
9B07A019
Publication Date:
01/31/2008
Length:
14 pages (7 pages of text)
Product Type:
Case (Field)
Source:
Ivey
The senior vice-president of Corporate Store Sales, Sears Canada, was reviewing a new retailing initiative scheduled to launch within a month in all full-line Sears department stores across Canada. For the holiday season, Sears would offer the services of an elf, the equivalent of a personal shopper, to its customers. Although personal shoppers were common in upscale department stores, especially in the United States, this concept had not been tried in Sears stores. Taylor wondered how customers would respond to this novel concept in Canadian retailing.
Issues:
Disciplines:
Marketing
Industries:
Retail Trade
Setting:
Canada, Large, 2006
Intended Audience:
Undergraduate/MBA
Price:
$4.25 CAD / $4.25 USD Printed Copy
$3.75 CAD / $3.75 USD Permissions
$3.75 CAD / $3.75 USD Digital Download
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