Sears CEO Ron Boire is visiting his stores across Canada. While in Victoria, the Times Colonist explored the future of the retail chain and interviewed School of Business Prof. Ingrid Kajzer Mitchell.
An excerpt from the story:
Marketing expert Ingrid Kajzer Mitchell said Sears has its work cut out for it.
“It’s still in a very challenging position. I feel that consumers losing interest in the brand is very real,” said the Royal Roads University associate professor of marketing. “A lot of [the work needed] is about how to make people care about the brand again and the task is restoring pride in the brand.
“Maybe it’s time to reclaim the Canadianness of the brand.”