Sears’ omnichannel moves: Double-edged sword?

A brief comment (from RetailWire) about the news that Sears and Kmart are expanding store pickup to all of their locations when you place a web order. My argument is that the store experience itself is still lacking:

It’s a smart move, and Sears Holdings seems to be moving faster than some of its competitors in this area. But it’s a double-edged sword: Once customers walk into their local Sears or Kmart store to pick up an online purchase, are they going to like what they see? As long as the company’s brick-and-mortar business is defined by outmoded stores and lackluster content, this continues to be an uphill battle despite the occasional tactical win.

A postscript: I shopped online yesterday for a wi-fi enabled point & click digital camera. The same Samsung model priced at $150 at sears.com was available at Amazon for $90. Hard to win that battle, Sears…

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