Sears' Marketing Springs Forward

Share this content:
Sears, Roebuck and Co. welcomes spring with an integrated multichannel marketing campaign intended to capture the feelings of renewal, change and new growth with which this season is associated. At the same time, Sears wants to get customers excited about all it has to offer this season.


"Because Sears provides everything from the latest innovations in lawn and garden equipment to pretty and feminine spring fashions, Sears has a unique opportunity to be a one-stop destination for springtime solutions," Joan Chow, senior vice president and chief marketing officer at Sears, said in a statement.


The "Spring Changes Everything" campaign was launched March 26 with 30-second TV ads. Other elements of the campaign will appear in a variety of marketing vehicles, including print advertising, event marketing, in-store signage, mall tours, direct mail, online programs and public relations. The creative was developed by Y&R Chicago.


The online program will include e-mail blasts called "e-blooms" that will provide various tips and deals each day that are available exclusively online.


Other elements include an event planned for the week of April 10 in New York City that will see 100 women dressed in the same Sears apparel and distributing style guides, coupons and flowers.


Chantal Todé covers catalog and retail news and BTB marketing for DM News and DM News.com. To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting www.dmnews.com/newsletters


close

Next Article in Multichannel Marketing

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above