A refresh at Sears Hometown and Outlet Stores

Sears Hometown and Outlet Stores are making moves to meet changing customer needs and live up to its brand refresh as "America's Appliance Experts."

For instance, four Sears Hometown and Outlet Stores in Florida underwent a refresh, culminating in reopening ceremonies on Oct.14–15. At locations in Cape Coral, Englewood, Milton and Starke, stores unveiled new product assortment, redesigned merchandising, new fixtures and signage and comprehensive employee training, among other changes.

“Our local communities will find that the often overwhelming experience of shopping for new appliances is now more approachable and has been greatly improved through our new retail strategy,” said Julie Buckholz, a district manager of Sears Hometown Stores in Florida. “Beyond physical changes to the sales floor and our expanded product offerings, customers can expect an entirely new experience. Our Appliance Experts have received comprehensive brand training and are prepared to inform customers about the latest features, options and innovations to help them buy with complete confidence.”

In the new store design, appliances will occupy more than half of the sales floor and include more brands with an improved presentation. The stores will also focus its appliances on innovative and value-added products from Whirlpool, Maytag, KitchenAid, Samsung and Kenmore, the company said.

The new floor plan also includes the ability to showcase complete kitchen packages through the addition of three kitchen vignettes. This allows stores to display an entire four-piece kitchen from multiple brands in a small amount of floor space, making it easier for customers to choose products. Another new feature is designed to simplify the buying process in a designated laundry innovation area.

Comprehensive training is part of the refresh, too, through brand-certified sales associates. Also, a touchscreen kiosk will offer self-help to customers, as well. 

The Florida locations are part of a system-wide refresh of all Sears Hometown Store locations. The company began updating units in 2015 and now has more than 480 “America’s Appliance Experts” locations across the United States.

At the latest tally, Sears Hometown and Outlet Stores and its dealers and franchisees operated 1,123 stores in 50 states.