Burnett Backs Retail Chain's Repositioning

Service Merchandise continues to be a discount retailer with 350 stores in 34 states. But the Nashville, Tenn.-based chain has spent the past four months changing almost everything else about itself, including its marketing, in preparation for a major relaunch this month.
The company is replacing its traditional store format, where customers would browse a catalog showroom and check off items on clip- boards, with a new self-service approach. The merchandise itself has become more upscale, with a greater emphasis on household products and jewelry.