No, as a matter of fact, Sears didn't offer anything different than Ward. Because when you have catalogs piled up on your table, the smaller ones are placed on top of the bigger ones.
Big ones slide off when they're piled on top of smaller ones.
This simple observation of how a potential customer might act when making a decision made Sears, Roebuck catalog sales a leader for over 100 years. In short, Sears took a little observation and transformed it into a giant leap of competitive strategy. Mountains out of molehills or more aptly, little features of your products or services that can be turned into major examples that make you different and more appealing than your competitors. A local restaurant will come to your house and pick you up and bring you back to the restaurant so that you can enjoy dinner away from home. Later, they'll drive you home again.