this post was submitted on 20 Oct 2024
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The thing is, Sears already had the massive infrastructure in place to do it. The downside would have been trying to get their target market to make the switch during a time when Internet wasn't as ubiquitous and there still wasn't much trust in purchasing online.
But why would they even need their target market to switch? They needed to also do online shopping: with their existing distribution, their existing catalog, their existing delivery or in-store pickup. They already had most of the pieces so just needed the online part to bring in new customers or keep customers from switching