Sears launches Blue Crew HQ customer service site

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Sears Holdings boosted the online customer service of its namesake retail brand June 10 by launching the Sears Blue Crew HQ site.

Young & Rubicam Chicago, Sears' agency of record, created the Blue Crew HQ digital platform. Interactive agency Design Kitchen, which Sears has worked with on previous projects, built the site.

The portal gives a virtual home to the retailer's customer service personnel. The site is an expansion of the Sears Blue Crew campaign, which launched two years ago with a series of ads featuring football great Brett Favre.

Robert Raible, Sears' VP of integrated marketing communications, said the site “supports the idea of trusted advisors, bringing service back to our messaging and [placing it] at the forefront of all of our capabilities.”

Randall, aka “The Fixer,” who is fully versed in parts and repairs; Pam, aka “The Matchmaker,” who can match each customer with the perfect product; and Jill, aka “The Night Owl,” who provides customers with 24/7 support, are among the Sears Blue Crew characters appearing on the site.

“The Blue Crew are really the unsung heroes,” said Raible. “They're going about doing their job and as such, we wanted to create a good amount of engaging educational and contemporary information melded together.”

The brand launched the customer service initiative as the Sears Blue Appliance Crew, focusing only on home appliances. It later expanded the Blue Crew to other areas, including lawn and garden, home electronics, tools, fitness, automotive and home services.

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