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Maggie Bryant, T’iundra Evans, Kevin Ross, Megan Schneider, Matthew Windle

Maggie Bryant, T’iundra Evans, Kevin Ross, Megan Schneider, Matthew Windle . Company History. Sears was officially formed in 1893 Publicly held company held under Sears, Roebuck and Co. Currently there are 867 stores, 834 are full-line stores

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Maggie Bryant, T’iundra Evans, Kevin Ross, Megan Schneider, Matthew Windle

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  1. Maggie Bryant, T’iundra Evans, Kevin Ross, Megan Schneider, Matthew Windle

  2. Company History Sears was officially formed in 1893 Publicly held company held under Sears, Roebuck and Co. Currently there are 867 stores, 834 are full-line stores Each store 134,000 sq. ft. typically inside malls Many product categories Many private label brands

  3. Current Target Market • 1st Target Market • Affluent • Trendy • Deals • 2nd Target Market • Young family • Intelligent purchase • Price consideration

  4. Current Value Proposition • Knowledge • Selection • Helpfulness • Value Style

  5. Current Marketing StrategyDigital and Non-digital • Multiple Facebook Pages • Irrelevant Postings • Too many mobile apps • Sears2go • Sears Craftsman • Sears Craftsman Garage • Sears Personnel Shopper • Sears Kenmore • Sears Auto

  6. Current SWOT Analysis

  7. Mock upsEntrance

  8. New Mock Ups

  9. New Target Market • New home buyers • 20’s to 30’s young family • Informed decision reduce buyers remorse • Value and style

  10. Social Media & Mobile • The more simple, the better • Make all mobile apps one cohesive app • Streamline all social media • Facebook, Twitter, Pinterest • Use Pinterest to encourage customers to share their “create-a-space ideas” • Helpful tips posted through Twitter • Relevant Facebook posts

  11. Sears Spark “Spark your creativity” “Spark your Style” Sears Spark Mascot Used for in-store signage Use with Facebook Gives consumers ‘someone’ to talk to and connect with Makes selling easier

  12. “Create-a-Space” • Consumer generated • “Create-a-Space” by choosing • Room type • Paint colors • Home accessories • Appliances • Scroll over to show price, dimensions, buy now link, and DIY tips • Post to FB and Pinterest

  13. Bookshelf DIY • Craftsman Table Saw • $149.99 BUY NOW • Step-by-Step DIY Magnavox 32” Class LCD TV $299.99 BUY NOW

  14. “Create-a-Space” • Create consumer involvement with Sears • Facebook Contest • Each month $500 Sears gift card • Each quarter $1000 Sears gift card and their space created in their own home • Once a year their space will be created in their own home, a mock-up in their Sears hometown store, and several other stores

  15. More diversity in the work place • Hiring to win and hiring smart. • Hiring a mixture of women and men, so that the consumers will feel comfortable asking for help. • Some men don’t want to ask a lady for help with tools and vice versa, some women might feel comfortable asking other women about home décor.

  16. Training program • Employees need to be knowledgeable about the products in the store. • A training class on each sections of the store. • Quiz over every section that the employee was trained on. Employees must get score a 90 or above to complete the class. • Everyone must be crossed trained, so that they are all experts at all appliances at the store. • People must be knowledgeable about a product to be confident in it and confidence sales.

  17. Partnerships

  18. HGTV • 33% of users makes decisions off what HGTV suggest along with a 95% of consumers are brand aware Candice Olson Vern Yip

  19. DIY network • 18% of consumers decides to purchase products based on this site. Josh Temple Amy Matthews

  20. Post SWOT Analysis

  21. References • Shapiro, L. (2012, April 12). Majority of us smartphone owners use devices to aid shopping. Retrieved from http://www.digby.com/mobile-industry-resources/mobile-industry-statistics/ • Smith, S. (2011, August 18). Sears reports deeper loss; ce sales lower. Retrieved from http://www.twice.com/article/472534-Sears_Reports_Deeper_Loss_CE_Sales_Lower.php • Stambor, Z. (2011, September 12). Social media dominates the web time of american consumers . Retrieved from http://www.internetretailer.com/2011/09/12/social-media-dominates-web- time-american-consumers • Newsroom. (2012). Sears Holdings Website. Retrieved from http://searsmedia.com/sears/sears.htm • Vranica, S. (2012). Knights, Pirates, Trees Flock to Facebook. Wall Street Journal, B1. • Zimmerman, A., & Chon, G. (2012). Corporate News: Sears Seeks Offer for Lands’ End. Wall Street Journal, B4.

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