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Challenge

  • There are many retail choices at the community level, as it relates to home appliances, hardware, tools and lawn and garden equipment
  • Brand was having a hard time differentiating itself and driving quality traffic to key store locations

Insight

  • Local consumers do not currently believe that Sears Hometown & Outlet Stores (SHOS) is a one-stop destination for their needs
  • Once visited, consumers change their mind about the Sears’ proposition

Strategies

  • Leveraged a strong and community-specific offer to drive traffic to the store, thereby creating two opportunities
    • For consumers to holistically experience the store as a “one-stop destination” for the desired products
    • To increase basket ring
  • Engaged the local store director at game nights, allowing him/her to play a highly visible and supportive role in the local community

Idea

  • Position Sears as the only “Hometown Store” that’s “locally grown”

What we did

Signage / Public address announcements / Schedule magnets / Coupon cards / Check presentation

1.8%

coupon redemption rate

$550

average transaction/basket

660%+

ROI

$850

was given back to each participating school PLUS 5% of location sales (driven by coupon)

Contact us

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