Business: Sears Hometown Store

Sears, Roebuck and Co., officially formed in 1893, has forged a new concept in personal customer service by setting up Hometown stores here in Edmond and throughout the United States. Sears Hometown combines independent ownership with high-quality products in a family atmosphere. These ingredients contribute to the concept’s success.

The principle behind this endeavor resonated with Dan and Susan Bercaw and a partnership with Sears ensued. “With my former job, I was commuting weekly from OKC to Victoria, British Columbia,” said Dan. “I opened this business because I wanted to do something different and wanted to be home more with my family. Our store opened in Edmond in May 2010, and was the first model for future stores. They’re quickly establishing new Hometown stores and now have 1200 nationwide.”

With a struggling economy and a competitive consumer market, the Sears Hometown store model positively impacts communities. “With a couple million in sales yearly, our sales volume is still low enough that we remember what everyone who walks through our door has purchased. Our customers like the personal service we offer,” said Dan.

The Sears Hometown store is not a franchise, but a dealership model with a contractual arrangement between Sears and independent owners. “We had to meet Sears’ strict requirements for them to trust us with their name and inventory. What’s great for the consumer is that we’re a small store with a solid brand people value,” said Susan.

Customers who visit the store will find a good selection of high-end appliances, a complete line of lawn and garden equipment, tools, vacuums, water softeners and the latest electronics, including 3D televisions. The Hometown store is not a clothing store or an outlet store. Even though they have a small selection of parts in stock, they are not a parts store.

“This is a family business that takes everybody in the family to operate. We personally know our employees. They each have multiple years of retail experience with at least a bachelor’s degree to their credit. They enjoy working in this type of environment because its family oriented,” said Dan.

The customer service the Bercaws provide goes above and beyond the status quo. “We had an elderly couple purchase a small window air conditioner recently on a Saturday. We went to their home and installed it the same day to get them out of the heat. That’s the level of personal service we’ll go to. They came back the following Monday and bought another one. We’ve gained the loyalty of our customers because we don’t mind helping,” said Susan.

Edmond’s Sears Hometown store is located at 3409 S. Broadway on the SW corner of 33rd and Broadway. Call 286-3440 or find them on Facebook for coupons.

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