Scratch, Save & Double Points

April 2008Marketing Team

Objectives

• Grow sales profitably• Boost in-store customer traffic • Improve brand awareness• Generate new customers• Increase customer loyalty

Strategies

• Create a sense of urgency• Aggressive discount & Double Sears Club

Points• High impact advertising material • Insure appropriate advertising mix

Target

• Do-it-for meSears buyers profile

– Women (62%)– Aged 45 + (78%)– Household size – 2 persons (49%)– Average family income 80 000 $ + (22%)

2 in 1 Promotion

• Scratch & Save• Double Sears Club Points

Scratch, Save & Double your Points!

• May 22 to May 24, 2008• 3 days Only• Up to 50% off• Conditions (will be in fine print on the post card)

• On all items at regular price• Not applicable on installation• Not applicable on accessories• Cannot be combined with another offer• Discount must be revealed by cashier only

• The cashier will scratch for the customer; a letter : A, B or C will be revealed.

• The letters correspond to a certain discount depending on the product (please refer to the legend next page)

• 5 % of the total quantities of the post cards will be A• 50 % of the cards will be B• 45 % of the cards will be C

Scratch, Save & Double your Points!

Legend

Scratch & Save

May 22 to 24, 2008

Scratch Categories Discount % printed

Carpet (excluding wool carpet) 50% off

A Vinyl, Laminate, Ceramics 25% off5% of the cards

Hardwood, Engineered Hardwood, Wool Carpet 15% off

Carpet (excluding wool carpet) 35% off

B Vinyl, Laminate, Ceramics 20% off 50% of the cards

Hardwood, Engineered Hardwood, Wool Carpet 10% off

Carpet (excluding wool carpet) 20% off

C Vinyl, Laminate, Ceramics 15% off 45% of the cards

Hardwood, Engineered Hardwood, Wool Carpet 5% off

Legend

• Each store will have copies of the legend• The salespeople will be able to refer to the

legend, inform the customer of his discount and apply the discount on the item (not on the invoice total)

Double your Sears Club Points!• Only for Sears Card holders (Not Chase)• No minimum purchase required• Applicable on all products in store• Terminal will be set up by Sears and the system will handle the

addition of the double points• No charge for dealers• If the installation is after the promo

– When job is installed , swipe card for final payment– Fax into Laura Murphy at BSO (416) 343-5886 a copy of the invoice indicating the

date that the deposit was taken (which must fall between may 22 and 24th and indicating the date which the final payment was payment was taken.

– Include a short explanation of the transaction– Laura will manually have points put on each of the accounts at that point

Scratch & Save Promotion Costs

• Post Card– Unit cost $0,066 per post card

• Qty *672,000 Post Cards• *based on your flyers quantities. The more we print,

the less it will cost

POP & PMT Material

• POP material will be produced– Posters 24 x 36– Banners 18 x 72

• PMT materiel will be available on the extranet– Newspaper Template– Radio Script

Post Card (front)

Post Card (back)

Poster & Banner

Poster24 X 36

Banner18 x 72

Newspaper Ad-Color

Newspaper AdFull Page

Banner

Newspaper Ad-B&W

Newspaper AdFull Page

Banner

Radio Script

Looking to renew your floor coverings? Well then, hurry down to your Sears Floor Covering Centre and Scratch up-to 50% savings today.

From May 22nd to 24th, It’s our 3-Day Only Scratch and Save Event. Tiles, carpets, hardwood and engineered floors, laminated floors, vinyl, pick your choice, scratch your instant savings and bring the deals home!

Hurry down to (dealer name and address), scratch your savings… and even double your Sears Club points on everything in store! Certain conditions apply. Details in store.

Next Steps

• Fill in the order form 1. confirm your quantities of post cards**, posters & banners

(minimum 5,000 per store as per flyers)2. confirm how you want the post card to be distributed

• Cost for distribution through Canada Post : 0,083

and fax it to Anik Tétreault or Véronique Ouellet no later than March 28th, 2008 at

(514) 335-2882** please make sure to consider a quantity for the cashier