101 Uses for a Database Marketing System Having tasted success, Sears has set a series of ambitious goals for the future. Sears also wants to put this information onto the screens of the 1,800 catalog agents who talk to the people when they pick up their packages. Sears wants to take competitive advantage of its data to build relationships that will surprise and please the customers. When you walk in to a Sears store and pay for something at the cash register, you will be treated in ways that are distinctive to you, based on your preferences and purchasing behavior. The customer, however, sees Sears as one company.
Some customers only shop by catalog.
Some only shop in retail stores. Some shop both. These cross-shoppers are Sears's core customers. They represent 30 percent of the entire database. Sears's goal is to market to these valuable people.