Sears MyGofer Tackles Same Challenge As Wal-Mart ASDA Test

(MoneyWatch)  MyGofer, a new retail format that Sears Holding is testing in Joliet, Ill., near Chicago, is not unlike a format Wal-Mart's ASDA division is trying in the United Kingdom.

In fact, it's not unlike a format Sears operated in the days of yore.

MyGofer shoppers can order online or at kiosks inside a showroom at the location, then pick up their purchases at a drive-through or arrange delivery. The outlet resides in a former Kmart store that is primarily storage space fronted by the showroom displaying its wares under glass and along walls. Products include food and consumables, pet food, toys, electronics, hardware, pretty much the range of what Sears Holding sells both as national brands and private labels, plus a few extras besides.

Before the Joliet location opened, MyGofer was an online service that allowed consumers to assemble an order, pay for it and pick it up at select Kmart locations. While primarily drawing from Sears Holding merchandise, MyGofer also offers customers extras such as prepared-for-pick-up meals. Additionally, MyGofer provides Deskside Service for those who are covered by an organizational membership, delivering products to offices including alcoholic beverages. So, the service makes office parties more convenient if not less embarrassing.

Not everyone liked the MyGofer concept as it has been discovered since Sears quietly opened the initial manifestation in May, with TheStreet assigning the concept to its The Five Dumbest Things on Wall Street This Week column. There, the investment web site berated the retailer for other failed formats, such as Sears Essentials.

Yet, not everybody thinks the idea of a click/brick combination store is so bad. ASDA is planning a showcase addition to one of is stores in Yorkshire. The showcase operation will highlight specific items while it encourages consumers to order from the retailer's expanded online product range for next day delivery to purchasers' homes.

And, if you substitute thick books for computers, the Joliet MyGofer also resembles the old showroom stores Sears used to operate for its catalog customers. The stores were pick up sites for goods purchased but also had catalogs and counters that permitted shoppers to place their orders while visiting.

So, despite any derision to which MyGofer might be subject, it has a Sears history of sorts and a virtual blessing from Wal-Mart.