Sears Final Project
- 1. The Apprentices Nicole Karamallakis, Brittnie Oo, Paige Thompson, Taylor Walter, Miranda Wang, Marian Young
- 2. Purpose Create an e-commerce marketing campaign that will increase revenue and reinvent the brand image of the company
- 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
- 6. Overall Performance & Market Position
- 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
- 8. Advertising
- 9. Target Market ❏ Millennial mothers ages 20-34 http://academic.mintel.com.proxy-remote.galib.uga.edu/display/679772/
- 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.
- 22. Questions?