From all outward appearances and their quarterly financial performance, it would appear the "efforts" were to see how quickly a small number of "marketing and retail geniuses" could drive a 100 year old retail company into bankruptcy.
Well, midmarket D&S is a tough place to be these days. They’re getting squeezed from below by “better” discount chains like Target and above them, the regional, traditional department stores know their turf far better as far as product and merchandising. They’re defending that turf aggressively.
Sears is sucking wind, too. JC Penney would be experiencing an existential challenge even without this bizarre, flailing attempt at Oprahfication. So, it’s not all the fault of the strategy, if such can be called strategy, but it couldn’t have come at a worse time.