Group 5

S H R E YA M G U P TA – 2022JULB07052
S H A I M A N I S H A AT – 2022JULB07054
SUMIT KUMAR – 2022JULB07027
AKASH MOHAN – 2022JULB01047
A B H I N AV M I S H R A – 2 0 2 2 J U L B 0 111 9
P I Y U S H C H H AT P U R I A – 2022JULB02014
 Ques ) What is Sears trying to accomplish with the
introduction of the Elf Program?

 To enhance its customers' shopping experience and to provide better

customer service, Sears launched the Elf Program. The Elf Program sought
to offer the customers with skilled personal shoppers i.e., "Elves", who
would assist them with their shopping needs in a personalized manner.
The elves were taught to offer consumers special assistance like product
recommendations, offering special discounts etc.

 By introducing the Elf Program Sears tried to accomplish the following:

• Increased Customer Satisfaction

• Enhanced Brand Image

• Increase in Sales

• Differentiation from Competitors

Ques) Can the Elf program help Sears to increase its sales
revenue or profitability? How?

The implementation of ELF Program by Sears can provide numerous benefits and aid
in increasing sales, revenue, and profitability. By having employees assist customers in
the store and provide personalized recommendations, Sears can improve the overall
shopping experience and increase the likelihood of customers making a purchase.

Furthermore, the ELF program can drive more foot traffic to the store, as customers
may refer their friends and family to the store. This can also lead to a decrease in churn
rates and foster a sense of loyalty among customers, as they appreciate the different
service they receive.

The ELF program provides Sears with a unique opportunity to differentiate itself from
its competitors by offering a higher level of customer service and value. This, in turn,
can improve customer retention and increase the likelihood of customers returning
after the holiday season.

In conclusion, the ELF program can play a crucial role in Sears' efforts to achieve its
sales and revenue goals by improving the shopping experience for customers,
increasing customer foot traffic, and fostering customer loyalty.
Ques )Does the Elf program represent a competitive
advantage?

 The Elf program does represent a competitive advantage

for Sears
 It allows customers to shop for products at a lower cost and
more conveniently than other retailers.
 it offers customers the ability to save money through
discounts and rewards points.
 it provides customers with the convenience of shopping
from their homes.
 These advantages give Sears an edge over its competitors
and make it easier for customers to shop at Sears.
Ques) How likely is it to succeed? What metrics would you
use to monitor the Elf program and evaluate its success?

 The retail industry in Canada was competitive. Along with the traditional full-
line department stores, Sears had to contend with the expansion of big-box
stores, niche shops, and online retailers. The company's rivals include specialty
retailers like Shopper's Drug Mart, Reitmans (women's clothing), Best Buy (for
electronics), and The Home Depot Canada (for hardware), as well as Wal-Mart.

 The Elf program might be helpful for short term especially during holiday
season but there are still some issues that needed attention for long term:

Retaining the freshness of the initiative throughout year

Managing sales figure in all its store
Ensuring customer buy-in from middle income group category
Reassignment of generalist instead of specialist
Managing human resource
 The success of the Elf programme can be tracked by
the following metrics:
Sales per square foot
Sales per hour per associate
Traffic count
Number of transactions
Average transaction size