Sears names OgilvyOne its DM, CRM agency

Sears Holdings Corp. has named OgilvyOne its direct marketing and CRM agency of record, with responsibility for both the Sears and Kmart brands.

This is Sears’ first CRM agency appointment. Direct and e-mail were previously handled by multiple agencies.

OgilvyOne will develop and manage the strategic redesign, execution, testing and ongoing optimization of targeted marketing programs for both brands.

The appointment is part of a long-term strategic effort on Sears’ part to deliver a higher return on investment from its marketing programs, according to a statement from OgilvyOne.

OgilvyOne’s “expertise in actionable customer segmentation, offer development, data analytics, and creative design along with their approach for bringing innovative customer programs to market match our aggressive ambitions for developing richer, deeper, and more profitable relationships with our customers,” said Lou Ramery, SVP, relationship marketing at Sears Holdings, in a statement

The appointment comes at a time when the entire retail community is facing declining sales and consumer confidence as well as a possible recession. Sears, however, was struggling before the holiday season. The multichannel retailer posted a 4.6% decline in total domestic comparable store sales for the third quarter of last year and 4.1% decline for the second quarter. The company also has come under scrutiny recently for its online privacy practices.

OgilvyOne roster of clients includes American Express, Cisco, Coca-Cola, DHL and Unilever. It is a unit of The Ogilvy Group, which is part of WPP Group.

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