Sears’ large-format experiment

The second Sears Grand opened in Gurnee at the beginning of April.
The latest venture of what was once America’s largest retailer is called Sears Grand. There are now two such stores, which achieve the sprawling one-floor format of competitors Wal-Mart, Target and Kmart at almost 20 000 m². The prototype opened last year outside Salt Lake City, and the second unit opened at the beginning of April 2004 in Gurnee, a suburb north of Chicago.
Some years ago Sears experimented with another one-floor concept, The Great Indoors, aimed primarily at higher income families and focused more on products of interest to women. It apparently did not meet sales expectations and no new units are being opened, but half a dozen or so existing stores are still operating.
Modest display in the electrical department: just light bulbs and a few accessories.
Sears Grand is different in a number of ways:
It builds on basic strengths with powerful presentations of tools, appliances, auto accessories and paints.
It includes some foods – a first for the company – such as milk, soft drinks, snacks, etc.
The location in Gurnee is adjacent to one of the country’s largest malls.
Inventory includes magazines, greeting cards, books – even pet supplies and health and beauty aids.
Apparel and shoes are also included, along with electronics (TVs, DVD players, etc).
It also offers a full service bank, coffee shop and small snack bar.
A view of the tool department with huge graphics and names of brands.
The bright and cheery Sears Grand with its high ceilings is attractively merchandised and resembles the outlets of one of its mass merchandising competitors, Target. Where it differs from Target, Wal-Mart and Kmart is its heavy emphasis on tools, paints and major appliances. Where the new format differs from Home Depot, Lowe’s and other DIY and hardware stores is that it carries only a small assortment of basic electrical, plumbing and hardware products, which is inadequate for serious DIY needs but is going to be expanded in the future. In tools and paints, however, it has a very strong assortment.
Powered lawn equipment includes riders and tractors.
Sears concentrates on its private brands, supplemented by select national brands. Thus consumers have a choice in tools of Sears’ Craftsman, plus Skil, Estwing, Stanley and Channellock. In paints, its Weatherbeater brand is supplemented by such lines as Rust Oleum and Minwax. In major appliances consumers can choose from its Kenmore brand, which enjoys a high…