Two Sears Hometown stores will reveal makeovers this weekend as the chain attempts to ramp up its sales of appliances appliance.
Locations in Canandaigua and Fredonia are undergoing a companywide rebranding that puts a major focus on appliance sales. The effort dubs the retailer "America's Appliance Experts" and implements new appliance sales strategies. Stores will get a new product assortment as well as new fixtures, signage, and merchandising. Employees will also receive comprehensive training, including complete training in each appliance brand.
More than half of the sales floor will be devoted to appliance displays, with a focus on Whirlpool, Maytag, KitchenAid, Samsung and Kenmore. Stores will each have three full model kitchens using appliances from different brands and a "laundry innovation area" with laundry apliances from multiple brands. A touch-screen kiosk allows customers to browse product options and make purchases.
Sears Hometown Stores began updating its locations under the America's Appliance Experts concept in 2015. Sears Holding Corp. spun Sears Hometown and Outlet stores off into a separate, public company in 2012.
Competition among appliance retailers has been heating up. JCPenney recently began carrying appliances at some of its department stores in August, including at Eastern Hills Mall, McKinley Mall and Walden Galleria.