The document outlines Sears' historical milestones and current challenges, including a significant revenue loss and negative perceptions among millennial consumers. It emphasizes the need for Sears to adapt by appealing to millennial values, improving the shopping experience, and enhancing visibility of their social work. The proposed solution involves aligning their branding with the changing demographics and expectations of consumers.

3. "THE GRAY AREA SHOULD NOT BE FEARED, FOR IT IS WHERE GREAT IDEAS STEM FROM."

4. Who we are:
Kristina Nishanian
Chief Strategic Officer
Yasir Afzal Abby Keatinge
Chief Executive Officer Chief Creative Officer

5. What we do:

6. Who we work
with:

8. 1887
Sears opens first store
in Chicago
1927
Sears launches famous
Kenmore appliance brand
1973
Sears Tower built in Chicago -
largest building in America
1999
Sears launches sears.com
amidst the tech boom
2017
Sears celebrates 130
year anniversary as
an American brand
1887 1900 1927 1940 1973 1980 1990 1999 2000 2017 2020 2050
Sears Milestones

10. The problem
1. Now considered “the store where your
grandparents shop”
2. $20 billion revenue loss from last year
3. General negative connotation towards
Millennial consumer group
4. Lack of visibility of social
work/representation
5. Focus on pre-21st Century standard of
living

11. The REA System:
Research
Education
Action

12. Research

13. Millennials
$1 Trillion Buying Power

14. Survey

15. Millennial Trends
I want
quality
products
for a fair
price I rarely trust
companies,
but would be
loyal to a
company that
aligns with
my values
I value a genuine
and authentic
shopping
experience
By 2020, I
will make up
⅓ of the U.S.
population

19. 2016 Awards
Best Place to Work for LGBT Equality - Human Rights Campaign
100% Corporate Equality Index (6th year in a row)- HRC
Best of Year Award for Kenmore Appliances- Reviewed.com
Vacuum Cleaner Awards
(2) Refrigeration Awards
(2) Washer and Dryer Awards
Sustained Excellence in Energy Management Partner of the Year - Energy Star

20. Education

21. Insight
Sears Millennials
Members 1st
Earn Trust
Be Authentic
Show Pride
Learn & Innovate
Embrace Feedback
Recognition
Belonging
Need for Ease
Sears was already catering to Millennial’s values, they were just being humble.

22. The Solution
Appeal to Millennials by showing them
that Sears is changing with them.
Focus advertising in areas with
growing Millennial populations.
Simplify shopping experience for new
families and younger people who may
be furnishing their life for the first time.
Clean up in-store experience.

23. Action

24. The Concept
Sears is America.
America is
changing, so is
Sears.

25. Concepts
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26. Where to focus?

35. Greatness Relies on All, Everything, and You
GRAEY

37. Thank you.