Sears – Stuck in the 20th Century – RIP

Sears, Roebuck and Company was founded in 1892 and one of the most iconic retailers in US history filed for bankruptcy protection in October.  The Sears catalog was a staple in many households during much of the 20th century.  Unfortunately they never seemed to really move beyond the catalog.  The retailer has been on a steady decline for over a decade and this analysis by Adthena suggests their inability to adapt played a strong role in their ultimate demise.  It’s no surprise that Amazon has been taking market share away from brick-and-mortar retailers but the Adthena analysis clearly illustrates how poorly Sears competed in the digital marketing age.  During the year leading up to Sears’ bankruptcy, Amazon and Walmart took 44% of paid clicks.  Sears share was 0.7%.  Also interesting, on the search terms that Sears were advertising on, Amazon had a 169% impression share (meaning shoppers were more likely to find Amazon when making searches on terms Sears were advertising on).  In addition, Amazon had nearly 100% overlap on search terms used by Sears.  The article goes on to share additional data points but all clearly show that Sears clearly missed the digital revolution.  Rest in peace.

Share this post...

Leave a Reply

Your email address will not be published. Required fields are marked *