CONTACT:
Sears Public Relations And Communications
(847) 286-8371
'Sears. Life. Well Spent.' Delivers What's Most Important to Americans
New integrated brand campaign resonates with Americans' core values,
reinforces Sears' commitment to earning Americans' trust through quality
services, products and solutions
HOFFMAN ESTATES, Ill., March 18 /PRNewswire/ -- Sears today announced a
new communications initiative that builds on its brand equities to appeal
to today's American family. At the heart of the effort is the belief that,
even in today's economy, people still have dreams for a better life. Sears'
commitment to its customers is that through its quality services, products
and solutions - they help improve the lives of Americans. This idea is
captured in Sears' new tag line: 'Sears. Life. Well spent.'
With a broad array of products and services to outfit both the family
and their home, Sears is uniquely positioned to help American families
achieve their dreams for a better tomorrow. With updated national brands
complementing its market-leading proprietary brands, Sears also stands
behind its products with a vast service network and industry-leading
guarantees like KidVantage (that replaces kids' worn-out clothes before
they outgrow them - for free) and the Sears Total Satisfaction Guarantee
(which accepts home and apparel returns for up to 90 days).
Sears makes it easy to outfit the whole family, while also keeping
budget in mind with its strong selection of national brands, including
Levi, OshKosh, Carter's, Lee and Jordache, along with Lands' End, its
exclusive national brand.
"Consumers today know it's about more than low prices. Price is
important, but it's also about earning our customer's trust - that what you
buy is going to last and bring a measure of happiness to your life," said
Don Hamblen, vice president, chief marketing officer, Sears. "'Life. Well
spent.' voices that optimism that Sears has by enriching our customers'
lives. We're constantly examining every level of our brand experience so
that our customers will not only find what they want at prices they expect,
but also with the confidence in knowing it doesn't stop there."
In addition to the new tag line, Sears is unveiling a seasonal campaign
to run in conjunction with its popular and successful Blue Appliance Crew
work. This new campaign for Sears' soft lines appeals to the notion that
conspicuous consumption is out of sync with today's world. Sears is tapping
into the belief that fashion doesn't have to come at the expense of living
well.
The well-known Sears Blue Appliance Crew, which brings the human
element of service to life by providing everything from competitive price
comparisons, reliable repairs and installation, will also headline the new
communications initiative. Sears offers one of the industry's widest
selections of home appliance brands available, from its exclusive Kenmore
brand to GE, LG, Bosch, Electrolux, Samsung, KitchenAid and many others.
The Blue Appliance Crew has been expanded to offer further service and
knowledge in home appliances and now in lawn & garden.
Additionally, one of the ways that 'Life. Well spent.' is brought to
life is with Sears' new capability: ShopYourWay. It is a strategy to help
customers take advantage of the unique collection of multi-channel shopping
capabilities offered by Sears Holdings. Each channel is designed to create
lasting relationships with customers by empowering them to manage their
lives - at a fair price and with superior quality and service. Customers
can select merchandise however and whenever it fits into their schedules,
through multiple purchase opportunities, including Sears.com, Sears2go, Web
to Store, Store to Web, 1-800-4-MY-HOME and in-store visits. Its expanded
selection of jewelry, apparel, electronics, tool, shoes and power lawn &
garden equipment are now always available on Sears.com.
The 'Life. Well spent.' communications initiative features a
diversified media mix of national television and radio spots, and online
media, geared to the personalized desires and tastes of each shopper. The
ad campaign launches today, March 18, with Sears' new Spring Fashion
Statements commercial, scheduled to air on top-rated primetime network
television programs.
About Sears Holdings Corporation
Sears Holdings Corporation is the nation's fourth largest broadline
retailer with approximately 3,800 full-line and specialty retail stores in
the United States and Canada. Sears Holdings is the leading home appliance
retailer as well as a leader in tools, lawn and garden, home electronics
and automotive repair and maintenance. Key proprietary brands include
Kenmore, Craftsman and DieHard, and a broad apparel offering, including
such well-known labels as Lands' End, Jaclyn Smith and Joe Boxer, as well
as the Apostrophe and Covington brands. It also has Martha Stewart Everyday
products, which are offered exclusively in the U.S. by Kmart. We are the
nation's largest provider of home services, with more than 12 million
service calls made annually. Sears Holdings Corporation operates through
its subsidiaries, including Sears, Roebuck and Co. and Kmart Corporation.
For more information, visit Sears Holdings' Web site at
http://www.searsholdings.com.
SOURCE Sears, Roebuck and Co.
Web site: http://www.sears.com
CONTACT: Beth Pagano of Euro RSCG Worldwide PR, +1-773-294-5356,
beth.pagano@eurorscg.com, for Sears, Roebuck and Co.; Tom Aiello
of Sears Holdings, +1-847-286-7387, taiell1@searshc.com
