Kenmore Challenges Alexa & Dash with Alfie

kenmore-alfieThe new private brand Kenmore Alfie is a voice-controlled intelligent shopper that does the research for you to find the right item at the best price, regardless of the retailer. Alfie is an enormous time-saver because it can shop for anything from everyday items like paper towels, printer ink or groceries, to finding the perfect gift by simply saying “Alfie, give me some ideas for a birthday gift for dad.”

Best of all, Alfie not only saves time, it saves money. There is no added fee for the service Alfie provides, and the Kenmore Alfie app* is free in the app store. Once users decide what they want, they simply press a button and Alfie shops the online marketplace to provide a tailored recommendation. This ensures they get the best price available, providing peace of mind that they are always getting a great deal.

“The Kenmore brand is woven into the fabric of the American home by delivering trusted performance with smart and stylish innovations that help our members do things quicker, better and easier,” said Tom Park, president of Kenmore, Craftsman and DieHard brands at Sears Holdings. “Alfie is no exception – we are able to provide a best-in-class, concierge-like service at an affordable price so our members can get back to their everyday lives.”

“Alfie uses our Shop Your Way platform combined with experienced associates who serve as intelligent shoppers behind the scenes to find the products that meet our members’ needs,” said Eui Chung, vice president of social commerce at Sears Holdings.

Alfie is able to learn users’ tastes based on previous purchases, and allows users to shop from history, simplifying the task of reordering frequently purchased or favorite items.

Users can maintain contact with Alfie from anywhere using the Alfie app on their smartphones to easily review options and confirm orders on-the-go. Experienced Alfie personal shoppers are available to assist with orders 24 hours a day, 365 days a year.

Kenmore Alfie can be purchased for $49.99 at or select local Sears stores. For more information about the Kenmore brand, visit or

How to use Alfie:

  1. Download the free Kenmore Alfie app
  2. Follow the prompts to properly complete the setup of Alfie with your Wi-Fi network
  3. Press the ‘talk’ button, voice a request to Alfie and press the ‘talk’ button again
  4. Review recommended options sent via text message through the free Alfie app
  5. Approve the product order via Alfie or the smartphone app and your order is on its way
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Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.