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History Of Sears
1886: Richard Sears – sells watches1887: Sears settles into Chicago location1893: Sears officially forms; corporate name is Sears, Roebuck, and Co.1896: First general catalog1925: First Sears retail store opens in Chicago1927: Sears launches the brands Craftsman and Kenmore1945: Sales exceed $1 billion1953: Sears opens in Canada1973: Move national headquarters to Sears Tower1986: 100th anniversary1993: Introduces “Come see the softer side of Sears” advertisements
Sears Tower
History Of Sears cont…
1999: Introduces “The good life at a great
price” advertisements
2004: Extreme Makeover Home Edition
Ty Pennington involved in advertisements, product design
2005: Sears Essentials
Latina Life
Fast Facts:
Headquarters: Hoffman Estates, Illinois Employees: Approximately 250,000 Full-line Store Locations: Nearly 900 Sears' 2004 Fortune 500 Ranking: No. 32 Areas of Operations: United States, Puerto Rico and
Canada Employs: Approximately 201,000 associates in the U.S.
and 48,000 in Canada Serves: More than 48 million active Sears customer
households
The Foundation of Sears
Sears' MissionTo grow our business by providing quality products and services at great value when and where our customers want them, and by building positive, lasting relationships with our customers.
Sears' VisionTo be the preferred and most trusted resource for the products and services that enhance home and family life.
Sears' Core ValuesWe must· earn our customers' trust and business every day;· act with integrity in everything we do;· treat everyone fairly and value diversity;· be accountable for our actions; and· win as a team.
The Sears Empire:
Retail BrandsDealer Stores Kenmore
Full-line Stores Craftsman
Kmart Diehard
The Great Indoors Lands’ End
Sears Grand
Sears Essentials
Orchard Supply Hardware
Land’s End
What makes Sears, Sears?
Sears carries many different products:
-Appliances -Lawn and Garden-Clothing -Movies, Music, and Games
-Baby -Sporting Goods
-Electronics and Computers -Tools
-For the Home -Toys
-Gifts -Jewelry
What makes Sears, Sears?
Sears offers many great services:-Optical -Gift Registry-Hearing Aid Centers -Home Services
-Automotive Care -Credit
-Portrait Studio -Flowers (online only)
-H&R Block -Catalog shopping
-Gift Cards -“Worry-Free Shopping”
Target Market
Focuses on: Middle to Higher income families with a desire to outfit their homes and closets with quality products at decent prices with a satisfaction guarantee.
Targets: Men and Women Ages:
Men: 25-60 (the outdoorsy, tool-buying, Mr. Fix-it, electronic lovin’ guy)
Women: 16-65 (the middle income, fashion conscious, homemaker to business woman, busy mom)
Competition:
Intratype: JC Penney’s, Kohl’s, Mervyn’s (for clothing and home soft lines)
Intertype: Home Depot, Lowe’s, Target, Wal-Mart
*Note: There isn’t really another company that offers everything Sears does, some might offer home wares, or services and others, clothing, but not the combination that Sears does.
Sears Did WHAT? From 1908–1940, Sears, Roebuck and Company sold more than
100,000 homes through their mail-order Modern Homes program. Sears offered loans beginning in 1911, and by 1918 it offered
customers credit for almost all building materials as well as offering advanced capital for labor costs. Typical loans ran at 5 years, with 6% interest, but loans could be extended over as many as 15 years.
The process of designing a Sears house began as soon as the Modern Homes catalog arrived at a customer’s doorstep.
Over time, Modern Homes catalogs came to advertise three lines of homes, aimed for customers’ differing financial means: Honor Bilt, Standard Built, and Simplex Sectional (really expensive, expensive, and trailer park worthy)
Sears Houses:Newer Model-1930s Middle Model- 1915 Oldest Model- 1900s
Although Sears no longer constructs houses, it helped them build an empire of quality house wares and appliances to stock our homes of today. It also created the tie between Sears and ABC’s Home Extreme Makeover show.
Community Involvement
• 2002 – Sears American Dream Campaign• 2004 – National Military Family Association• 2005 – Helps Support Gulf Coast Residents after Hurricane Katrina
Extreme Makeover Home Edition (2003)Big Success: 15.8 million viewers that see the tie between Sears and
Extreme Makeover Home Edition *During the show Sears promotes an ad that shows the family and the Design
Team shopping at Sears to turn the new house into a home to create a emotional appeal to their audience.