Once upon a time, Sears, Roebuck & Co. was the world’s largest retailer. The call letters for WLS radio in Chicago stood for “World’s Largest Store”. The Sears Tower loomed large as the tallest skyscraper in the world. And, for nearly a century, Sears was the only department store that mattered, as their Christmas Wish Book catalog became a staple in seemingly every American home.

But all that is changing.

For us central Alabamians, the Sears store located at the corner of Court and Fairview in Montgomery, near Sidney Lanier High School, was “the” Sears store of record. The multicolored exterior walls and the unique design of the structure added to the wonder of a store visit. They had everything – and it was displayed beautifully. But Sears left this location in the late 1980s and moved to the former Montgomery Ward anchor space at Eastdale Mall.

Since then, the Sears building had a few tenants, but became an eyesore. It was no surprise when the City of Montgomery determined that the Sears building had to come down.

I visited the location once more, and entered through a weed-infested parking lot. Graffiti was spray painted on those magnificent walls; every window and light fixture was broken. What was left of the signage was in pieces, and it appeared vagrants had been living in some areas of the building.

The ravages of time didn’t do this store any favors – and as the national chain recently rebranded itself with a new logo and an online version of its catalog as they shuttered 120 stores, I wondered: Sears, too?

Why was this giant caught asleep at the wheel as the marketplace changed?

For one, their customer service, once the gold standard, is lacking. If you walk into the store, chances are no employee will ever speak to you, much less make eye contact. At least Wal-Mart has a greeter.

Also, their brand identity hasn’t kept up with the times. As Wal-Mart surged past them with their “always low prices” mantra, Sears was diversifying with Allstate and Coldwell Banker, among other inside operations. Craftsman tools and Kenmore appliances are some of the finest available, so why would Sears downgrade them in favor of chasing famous designers for their clothing lines or celebrity spokespersons?

Sears is like a member of the American family. But they’re in trouble now, and they need an intervention.