Sears Essentials

I.Introduction
a.Sears Essenials – A new type of store from Sears.

b.Cover who they are, what has been done, when new stores open and what stores are open now, locations, and the aim of these new stores.

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II.Who
a.Sears Essentials is a new store format that opened after the merger with K-Mart
b.Sears Essentials was originally planned as stores in areas where there was no competition, but may be expanding into areas with high levels of competition
III.What
a.These stores are a combination of:
i.Pantry items
ii.Apparel
iii.Tools
iv.House Wares
v.Sporting Goods
vi.Toys
vii.Lawn & Garden
viii.Appliances
ix.Media
x.Electronics
xi.Optometry, Pharmacy, Auto Repair
b.Originally planned to have 25 stores opening, but will be expanding into 47 by the end of the calendar year.

c.Aimed to compete with Target and Wal-Mart
d.Provides many items at a lower price than is available in the Sears Grand locations
e.Off-Mall locations designed to get into areas that are not generally near a mall
f.Combines the Sears name with the single-floor, clean and bright layout of K-mart.
IV.When
a.Store openings have already begun. With over 26 open stores, 12 more opening in August, and 9 more scheduled to open in October, this is a quickly growing chain.

b.In the Florida areas, there are 3 stores opening in August and 1 in October
i.Clearwater (Open)
ii.West Palm Beach (Open)
iii.Deland (Open)
iv.Cape Coral (Opens in October)
V.Where
a.3020 Se Federal Hwy, Stuart, FL 34997
b.1363 NW St Lucie W B, Port St. Lucie, FL 34986
c.101 E International Speedway Blvd, Deland, FL 32724
d.2130 Gulf to Bay Blvd., Clearwater, FL 33765
e.4717 S. Florida Avenue, Lakeland, FL 33813
f.2310 Del Prado Blvd South, Cape Coral, FL 33990 (Opening Late October)
g.5750 NW 183rd St, Hialeah, FL 33015
h.15201 N Cleveland, Suite 1500, North Fort Myers, FL 33903
i.4560 Forest Hill Blvd, West Palm Beach, FL 33415
j.9500 9th St N, St. Petersburg, FL 33702
VI.Why
a.Sears and Kmart have both been losing market shares and in several years will go away without changes to their structures.
b.Sears Essentials, as a combination of Sears and Kmart, offers an opportunity for them to compete on the level of Walmart and Target.

c.With their rapid growth thus far, we can expect to see more from this new store type.

VII.Conculsion
a.Sears Essentials is currently worth our attention.
b.We are still gathering data, and have yet to find out what their market share will be.

c.Keep an eye out for Kmarts converting their stores in your area. A conversion will start with a simple re-arranging of areas and new products showing up.
d.Alert your marketing Coordinator of any changes.

x

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