Sears' MyGofer Prototype Gets Mixed Reviews: Bad and Worse

Sears opened in May its MyGofer trial store, a drive-through approach for picking up merchandise purchased online. But preliminary reviews have been unhappy, with TheStreet.com calling it "a bad cross between Amazon and Dairy Barn." A prominent Chicago retail consultant questioned why consumers wouldn't simply pick up their online products at an existing Sears store.

"That's where it totally breaks down for me. Why would I change my behavior to go here?" asked Mara Devitt, a partner at Chicago-based McMillan Doolittle, who also complained about the quality of the site that is connected with the new venture. "It's the most frustrating Web experience," she said, citing as an example that it offered no product dimensions.

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