Sears Holding Corporation was recently searching for ways to revitalize its Sears stores and Kmart stores. Among its objectives were finding fresh ways to sell Kenmore appliances and Craftsman tools in an age of smart phones and social networking sites. Many years ago, shoppers would place orders using the venerable Sears catalog and then pick up their orders at a nearby Sears store. Sears Holding assembled a team of 180 e-commerce specialists to find fresh, online, and smart-phone ways of selling its products. The new marketing strategy is dubbed, “Shop Your Way.” Management at Sears Holding presents MyGofer, one component of the strategy, as a fundamental change in the way a retail store operates. The new marketing experiment to supplement traditional store shopping is for customers to place orders on and then visit a nearby store and pick up their merchandise. The customer swipes a credit card at a kiosk and then waits while employees, who wear uniforms resembling fast-service food servers, bring out the merchandise. The MyGofer experiment began with a single pickup center in Joliet, Illinois, at a converted Kmart store. Consumers seemed to react positively to the new shopping method, according to Imran Jooma, a vice president of e-commerce for Sears Holding. Part of the experiment included the old-fashioned layaway program, which helped boost holiday sales during its first trial period. Online business for Sears has been increasing steadily, while in-store sales have been declining steadily. The MyGofer program is part of the marketing strategy of Sears Holding chairman Edward S. Lampert, who has tried to stop the sales decline ever since he merged Sears with Kmart in 2005. Lampert and his advisors thought there would be a bigger payoff in Web ventures, which they preferred to heavy investment in refurbishing existing Sears and Kmart stores. Another Internet marketing initiative is an iPhone app called Sears Personal Shopper, which enables shoppers to photograph products they might want, such as someone else’s handbag or mountain climbing shoes. The person who took the photo sends the images to workers who can track them down at Sears or Kmart and offer them for sale. Sears Holding has also established two social networking sites, and, that also function as online shopping sites.

1. How effective do you think MyGofer will be as a retail venture?

2. In what way is Sears Holding a combination of the old economy and the new economy?

3. What advice can you offer Sears to make My Gofer even more successful?

4. How is MyGofer doing recently?

My MasterPapers
Calculate your paper price
Pages (550 words)
Approximate price: -

Why Us

Outstanding Academic Writing Service

At, you are assured of professional essay writing help from the leading experts online. Quality comes at the forefront of our custom writing service to ensure that all our customers are satisfied with the work delivered. We value repeat customers. For this reason, we ensure that each task is completed to perfection for high scores.

Top Writers

Our hiring process is highly intensive. The writers are exposed to a strict selection procedure before hiring to ensure that we acquire the most qualified, well-educated and experienced writers. Our team of writers, professors, editors and researchers will ensure that you get incredible results.

Plagiarism-Free Papers

We highly discourage plagiarism. For this reason, we have trained our writers in such a way that all the papers are written from scratch and are free from plagiarism. We also pay attention to ensure that each paper is completed as per the instructions provided. Referencing and citations are done as per the paper format selected by the customer. These include: APA, MLA, Chicago, Harvard, Turabian among others.

24/7 Customer Support

You can contact our support team via the chat window at the bottom right corner. Alternatively, feel free to email us via our support email: Our team is available 24/7 to respond to your queries and guide you though where need be.

Swift Delivery & 100% Money Back Guarantee

Simply choose the desired deadline when placing the order. The task is assigned to the most qualified writer as soon as the order is successfully placed. All the papers are delivered to you within the deadline selected. In case a paper cannot be delivered within the deadline selected, we request for a deadline extension within the shortest time possible.

Free Unlimited Revisions

Our customers can always request for a revision in case they feel that something needs to be added or changed after the final paper has been delivered. We do not charge for revisions. However, we highly discourage our customers from misusing this policy.

Try it now!

Calculate the price of your order

Total price:

How it works?

Follow these simple steps to get your paper done

Place your order

Fill in the order form and provide all details of your assignment.

Proceed with the payment

Choose the payment system that suits you most.

Receive the final file

Once your paper is ready, we will email it to you.

Our Services specializes in custom essay writing for all level of students. Simply relax as we get your paper done within the timeline indicated.


Academic Help Service

Our team of skilled writers and researchers is readily available to get any type of academic paper completed. We deliver high quality papers and projects to our customers to ensure that we maintain a long-term relationship that will shine your academic career.


Admission Essays & Professional Writing

An admission essay allows you to express yourself by providing personal details that wouldn’t have fit on other areas of an application. We have a team of experienced writers who will get you to the desired academic level through a professional and a personalized admission essay.


Editing & proofreading

Are you seeking for editing or proofreading help? We have a team of editors who will ensure that any issue within you paper has been addressed. Upload the paper to be cleaned up and relax as we get the job done.


Revision Support

At, you can always ask for revision in case you want some changes in you paper. We focus on ensuring that the grammar, research and formatting are done as per the latest academic writing standards.