Yesterday, we brought you the distressing story of Sears and Amazon trying to serve the niche (and morose) market of Goths and Emos.
Why? Who knows, but there it is — a business plan to reach the supercilious and splenetic kids down the hall…swallowing razor blades and considering hematolagnia.
In short, they were selling Swastika rings not because of the whole Nazi thing but because it’s trendy. In less than 12 hours, Sears proved that it is still a retailer for the common man while Amazon proves it is…not. One communicated directly with the media, while the other chose to ignore headlines (and customer complaints).
By understanding its own crisis communications plan, Sears proved that it really does have everything.