Sears Mission Statement, Vision, and Core Values Analysis


Sears was the largest retailer in the United States for several decades before companies like Kmart and Walmart existed.

Richard Sears and Alvah Roebuck founded the organization in 1893. Julius Rosenwald became a new partner in 1906.

It began as a mail-order catalog company. Sears would become popular enough to start opening retail locations in 1925.

The mission, vision, and core values of Sears have remained consistent over more than a century of service. 

Sears Mission Statement Analysis

Sears Holding Corporation has the following mission statement: “to grow our business by providing quality products and services at great value when and where our customers want them, and by building positive, lasting relationships.”

Four specific points stand out in this mission statement.

  • “Providing quality products and services.” The original Sears catalog could provide families everything they needed for a comfortable life. Its department stores replicated that experience for in-person shopping.
  • “At great value.” A value proposition involves more than the price of an item. It is a balance between the quality of the manufacturing process and what customers can afford. People will pay more for goods if an item solves their pain points effectively.
  • “Where our customers want them.” You can infer from this statement that Sears is willing to be online, have department stores, and sell from catalogs.
  • “Building positive, lasting relationships.” If you aren’t satisfied with a shopping experience, then how likely are you to return? Sears makes this the conclusion of its mission statement to emphasize how important it is to build connections with people.

Sears’ Vision Statement Analysis

The vision statement of Sears is “to be the preferred and most trusted resource for the products and services that enhance home and family life.”

When you compare products, do you look at the features of the items or how much they cost?

Sears wants you to trust them to provide a high-quality product at an affordable price.

The goal of their vision statement is to convey the fact that each product they sell can make your life better in some way.

Short- and long-term outcomes are possible with this approach. The focus on immediate gratification combines with ongoing value to create a purchasing proposition that is challenging to deny. 

Sears’ Core Values Analysis

Sears is now part of the Transformco family of brands. The core values of the company are to have each person to Shop Your Way®.

This approach creates a social shopping experience. You can earn tangible rewards by purchasing items at each digital or physical location.

Individualization leads to self-confidence. It drives a more profound engagement to the brand because it seeks out personal problems to solve.

Each product from Sears offers a value proposition that suggests the removal of a pain point. Customers who experience the promised outcome are more likely to return for additional transactions.

You have loyalty to the people and brands you trust the most. Over a century of experience goes into each product offered.

That’s why Sears continues to focus on a customer-first approach in every aspect of its organization. 

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