4. 1893
Sears,
Roebuck,
and Co.
founded
1894-1985
First
department
store to send
out a catalog
Sears faces
financial
crisis
1925
Sears first
retail store
opens
(world's
largest store)
“Satisfaction
Guaranteed or
Your Money
Back” Launch
1927 1976
Slogan becomes
“Where America
Shops”
1999
Launches
Sears.com
20052003
Sears &
K-Mart
merge as
Sears
Holdings
First store
Sears Grand
in West
Jordan, UT
1921
http://www.searsarchives.com/history/chronologies/chronology_brief.htm
7. SWOT Analysis
Strengths
● Owns a number of trademarks & brand
names, Kenmore, Craftsman and
DieHard
● “Shop Your Way” loyalty program
Opportunities
● Strong e-commerce website
● Online community that carries over into
digital marketing
Weaknesses
● Poor customer service
● Social media focus on customer
complaints
● High turnover
Threats
● Location
● Competitors
http://www.turnaround.org/cmaextras/15-Sears-Holding.pdf
10. Research on Millennial Moms
❏ Today’s moms are stretched too thin
❏ Not extremely brand loyal
❏ Frequent social media
http://academic.mintel.com.proxy-remote.galib.uga.edu/display/679772/
12. Objectives
❏ Develop closer relationships with current and
prospective customers
❏ Enhance Sears’ brand image
13. Cause-Related Partnership
❏ Decrease the stress of shopping so that busy
moms can spend more time with their families
❏ Stress is a known cause of heart disease, heart attacks and
strokes
❏ 69% of millennial moms are at least occasionally influenced
by cause marketing
http://www.stress.org/stress-effects/ & http://academic.mintel.com.proxy-remote.galib.uga.edu/display/722742/
14. Campaign & Strategies
Sears Mom Program
❏ $49.95 annual fee
❏ Free 2-day shipping
❏ Automatic delivery service
❏ Free samples & discounts for members
19. Schedule
❏ Early Spring: launch the campaign introducing Sears Mom Program
❏ May: Mother’s Day advertising
❏ July-August: deals on back to school clothes
20. Measures of Success (May to August)
● Social media interactions of Sears and
competitors
○ More follows/likes for Sears than competitors
● 100,000 Sears Mom sign-ups
● 5-7% increase in sales
● Online click-through rates using Google Analytics
21. Summary
The Sears Mom Program
will decrease the stress of
being a mom, reinvent
Sears’ brand image, and
bring the company closer
to the consumers.
