Sears Hometown launches 51-store refresh program with seven Arizona upgrades

New York -- Sears Holdings Corp. is hoping to spark a turnaround in its struggling Hometown and Outlet Stores division with a 51-store refresh program that starts with seven stores in Arizona.



The store refresh includes a new product assortment, redesigned merchandising, new fixtures & signage, and comprehensive employee training, among other changes.



"The refresh has allowed us to give a much better representation of our brands and appliances by putting the focus on training our associates to be experts in all manufacturers," said John Andrews, district manager of Sears Hometown Stores in Arizona. "The comprehensive training will ensure our customers have a positive experience through the entire shopping process and are happy with their purchase."



The seven store refresh in Arizona culminates with a grand re-opening celebration this week at the locations in Casa Grande, Cotton Wood, Fountain Hills, Green Valley, Kingman, Payson and Show Low.



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 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 that simplifies the buying process is a designated laundry innovation area, showcasing multiple brands and innovations that lets customers easily explore the differences between the various product lines. Customers in Arizona also benefit from a new touch-screen kiosk where they can work with a salesperson or browse on their own to explore product options or make purchases.



In addition, the Arizona Sears Hometown Stores provide industry-leading, comprehensive training to store associates, including brand specific selling certification. These brand certified sales associates incorporate tablets when helping customers to ensure they find the best product for their needs at the best possible price. With the tablet, associates and customers can review product features and benefits as well as various models from the entire online database of Sears products -- all while browsing models around the sales floor. Among major retailers, the Arizona Sears Hometown Stores are leading the way for the integration of tablets into the sales process.



The initial 51 Sears Hometown Stores to be refreshed are located in Arizona, Colorado, Florida, Iowa, Kansas, Missouri, Nebraska, Nevada, New Hampshire, New Mexico, New York, Texas and Vermont. As of Jan. 31, Sears Hometown and Outlet Stores, Inc. and its dealers and franchisees operated 1,260 stores across all 50 states as well as in Puerto Rico and Bermuda.