Case Study Sears Canada

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Case Study Sears Canada
Tom Andrew - Director, Print Media Distribution
Sears Canada

• Candy Hodson SVP, National Sales Marketing
• Black Press

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The Early Years

• September 18th 1952, Agreement signed to join
  Sears Roebuck and Simpsons Limited
• 1953 First Sears Spring and Summer Catalogue
• National Catalogue Order Business
• Kenmore Brand of Major Appliances

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The Early Years

• September 17th 1953 First Simpson Sears
  Store opened in Stratford Ontario
• 1953 First Christmas Wish Book was released in
  September
• December 1953 Second Retail Store In Kamloops
  British Columbia
• 1983 Simpsons Sears became Sears Canada

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A United Statement
Vision
Must be committed to improve the lives of our
customers by providing quality services, products
and solutions that earn their trust and build
lifetime relationships
Mission
Build Customer Relationships Make More
Money Improve Every Day
Values
How We Lead How We Work Together Focus on the
Customer Teamwork Build and Align Teams
Integrity Know How To Make Money
Accountability Coaching for
Execution Positive Energy Recognition
Through Results
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The Holistic Marketing Message

• Each marketing touch point to the customer must
  deliver the same message
• There must be an end to end consistency in the
  message for each event.
• The customer must see this consistency to be
  enticed, excited, and moved to purchase.

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The Holistic Marketing Message
On Line
Catalogue
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The Holistic Marketing Message

• Each marketing touch point to the customer must
  deliver the same message
• There must be an end to end consistency in the
  message for each event.
• The customer must see this consistency to be
  enticed, excited, and moved to purchase.
• To be event driven is a key strategy to be
  successful
• Trust is a key player in a successful retail
  business.
• A retailer must live breath trust in all facets
  of the engagement with each customer.

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Marketing Planning Processes
Target Customer Insight
Strategy
CustomerRelevance Profitable Sales
Performance Goals

• 9-12Months

Assortment Planning
Channel Planning
Media Planning
In-Store Execution
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Flyer Creative Strategy

• Develop creatives by business team to showcase
  product offerings in customer friendly, easy to
  read formats
• Becomes an alternate to deliver entire plan to
  sell to store associates
• Use seasonally relevant color palettes in
  creative development
• Develop creative formats that provide newness
  from front cover to back cover weekly to
  consistently motivate and delight our customer
• Allocate benefit driven copy to enable the
  customer to understand the value and trade up
  story for each advertised item
• Include lifestyle, on figure shots on same pages
  with off-figure assortments as well
• Showcase alternate colour choices whenever
  available

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Quick Response Newspaper Advertising
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Weekend Flyer Strategy

• Theme of weekends to be minimized on front cover
  to allow dominance of offers for identified
  customer segments
• Front cover issues are timed specials and traffic
  drivers
• Early morning specials to drive 3 opening to
  noon transactions positioned on front cover
• 2 Day focus for offers
• Primarily a harder sell, offer focused vehicle to
  drive incremental traffic and sales volume to the
  weekend

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Merchandise Branding

• Kenmore
• Craftsman
• Whole Home
• Sears O - Pedic

• Jessica
• Tradition
• Nevada
• Point Zero
• Arnold Palmer
• Retreat

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Quick Review

• Consistent message
• Event marketing
• Consumer trust
• Plan, Plan, Plan
• Newspapers can call customers to action
• Differentiate yourself from your competition

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The Retail Selling Culture

• A selling organization needs to have the ability
  to positively interact with customers.

Why

• Sell more merchandise to Customers more often
• Discover their needs
• Advocate total solutions
• Close the sale
• Develop long-term relationships
• Establish Trust

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Business Model To Support The Customer Comment

• I get great service
• People (associates) are helpful and friendly
• Im able to pay quickly
• I love the stores!
• I am provided with quality services, products and
  solutions
• I trust You
• I will continue to shop at with you and tell my
  friends and family about your company.
• I got what I really need

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Benefits Of The Business Model

• We provide customers with quality service,
  products and solutions to help earn their trust
  and build lifetime relationships
• Weve met our goals and objectives
• Weve met our financial targets, sales and
  profitability
• We are more effective at retaining, attracting
  and developing talent
• Our people enjoy working for a winning team!
• Our people are contributing members who innovate
  and engage customers

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Customer Segmentation Test and Learn Womens
Wear Example
After
Before
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Grab the Day! outside the store
Profitable Sales Processes
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Profitable Sales Processes
Grab the Day! outside the store
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Today
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Featuring Sears in our partnership
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Catalogues and Specialogues

• Addresses are sorted by route
• Exclusive tandem delivery
• Incentive plans/partnership
• Communication essential
• Audits and sales indicators

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Share ideas, resources and market knowledge
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QUESTIONS
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