Could this really catch on?
Amid declining sales, Sears, Roebuck & Co. is shifting strategy in a holiday push from Y&R, Chicago, to promote it as a speedy shopping destination for the harried mother. It's offering a program in which customers can order online and pick up the merchandise at Sears five minutes later. The service is being hyped by a spot in which a mom pulls her station wagon up to the store and grabs packages as an infant cries in the back. "Five minutes," says the voice-over. "Enough time to move a shopping mountain."
This year's campaign grew out of customer research that showed 98% of moms take on additional responsibility at Christmas as the primary holiday shoppers, and nearly 60% do the holiday shopping alone.
Sears touted this campaign's creation by "an all-women team" from Sears and Y&R. It is the first holiday campaign overseen by former IBM marketer Maureen McGuire, exec VP-chief marketing officer, who was appointed in early fall last year to oversee the merger of the Sears and Kmart brands. Sears is also focusing on moms via a website-ReadySetHoliday.com, a Sears and Kmart partnership-that includes a kid zone, a discussion board and holiday recipes.