Sears Launches 'Wish Big' Campaign for Holidays
Integrated Multi-Channel Effort Comprises Store Experience, Online, Direct Response and Services
Sears, Roebuck and Co. will differentiate itself from other retailers this holiday season by launching the company's first fully integrated campaign in years -- Wish Big. The concept, which is brought to life through many marketing channels, is designed to engage customers by encouraging them to Wish Big, both figuratively and literally.
"Sears has a unique opportunity to own Wish Big," said Joan Chow, senior vice president and Sears chief marketing officer. "From big innovations and big products for the home, to the next big thing in fashion, Sears is the only retailer that can deliver all the biggest items anyone could wish for."
Understanding the Customer
Sears has timed the launch to coincide with when consumers indicated they begin holiday shopping. In fact, according to Sears' proprietary market research, more than one-third of all customers (36 percent) begin shopping before the Thanksgiving weekend. Surprisingly, only 14 percent will wait to begin shopping on Black Friday. The remaining 50 percent of survey respondents get started in December.
Moreover, the Wish Big holiday campaign supports five customer mindsets: getting ready; Thanksgiving weekend shopping rituals; stress levels mounting in December; being a smart last-minute shopper (not a procrastinator); and after-Christmas shopping for oneself. Sears will coordinate promotional messaging and offers to these customer mindsets. For example, as customers get ready for holiday celebrations, Sears will be offering special discounts and promotions on key items including home appliances and holiday decorations during Veteran's Day weekend.
"By understanding how and when customer motivation changes as the holiday season unfolds, we are able to deliver more meaningful and uniquely Sears customer solutions," Chow continued. "Holiday gift ideas and entertaining solutions encompass our landmark brands -- Kenmore, Craftsman, DieHard and Lands' End -- as well as home services that prepare customers' homes for the season and financing alternatives to make the holidays more affordable."
Bringing WISH BIG to Life
Sears will bring the Wish Big campaign to life through a variety of marketing vehicles, including television and print advertising, event marketing, in-store signage and cross promotion activities, in-mall advertising, direct mail, online programs and public relations.
-- TV Ads: Launch, Nov. 6. Multiple executions that take place in a
magical town where everyone wishes big.
-- Print Ads: National magazines play a prominent role for the first time
in years.
-- Event Marketing: Holiday kick-off on Nov. 8 in Times Square with a
one-of-a-kind event-a three-story snow globe complete with snow and
people living inside.
-- Integration: Unique cross promotion among Sears businesses-"Little Big
Wish Books" will be distributed through Sears Auto Centers, in-home
delivery and http://www.sears.com/ and
http://www.landsend.com/packages .
-- In mall: In key malls across the country, Sears will dominate with sky
murals, dioramas and lenticular signs featuring big iconic product
photography and the invitation to Wish Big.
-- Online: Day After Thanksgiving offers available on
http://www.sears.com/ on Thanksgiving Day and WishMail, a daily online
"doorbuster" e-mail program begins on Nov. 27.
About Sears, Roebuck and Co.
Sears, Roebuck and Co., a wholly owned subsidiary of Sears Holdings Corporation (NASDAQ: SHLD), is a leading broadline retailer providing merchandise and related services. Sears, Roebuck offers its wide range of home merchandise, apparel and automotive products and services through more than 2,400 Sears-branded and affiliated stores in the United States and Canada, which includes approximately 870 full-line and 1,100 specialty stores in the U.S. Sears, Roebuck also offers a variety of merchandise and services through sears.com, landsend.com, and specialty catalogs. Sears, Roebuck offers consumers leading proprietary brands including Kenmore, Craftsman, DieHard and Lands' End -- among the most trusted and preferred brands in the U.S. The company is the nation's largest provider of home services, with more than 14 million service calls made annually. For more information, visit the Sears, Roebuck website at http://www.sears.com/ or the Sears Holdings Corporation website at http://www.searsholdings.com/ .
SOURCE: Sears, Roebuck and Co.
CONTACT: Media Contacts, Sears Media Relations, +1-847-286-8371, or
Larry Costello, +1-847-286-9036, both of Sears, Roebuck and Co.
Web site: http://www.sears.com/
http://www.searsholdings.com/