“Because no one else can outfit you for life.” Concept for Sears reinvention. Objective: Improve Sears retail experience, sales experience, and generational relevance. Innovate on empty assets, with new values, promoting generational engagement. Discover your working brand promise and why statement; Enable you to identify and influence all key Sears Holdings brand promise stakeholders; Provide red team methods to find vulnerabilities and blue team methods to uncover successes; Create accessible, playful, and research-backed toolkit you will use to innovate & improve.
ONLINE & IN-STORE SHOPPING: APPLIANCES, CLOTHING & MORE?
(Nope, someone else is already doing a better job at that.)
SEARS IS THE ONLY COMPANY THAT CAN DO THIS
Sears is the only all-American retail brand that people trust, remember and count on for generations. From the first mail order catalog to the first fully automated distribution center in the world, Sears is founded on innovation
From the WishBook to the Sears Appliance stores,
Sears has continually predicted consumer desire
With curated and high-quality brands like Kenmore and Craftsman,
Sears repeatedly leads whole industries
SEARS CAN PROPOSE WHAT COMES NEXT…AND BE TAKEN SERIOUSLY
We identify three categories of SEARS stakeholder. Customer, Employee, and Supplier. We designate all parties as co-creators below.
HOW WILL YOU KNOW WHO THE INFLUENCERS ARE?
Internally: Discover who meet three criteria. 1. They believe in Sears. 2. They are eager to make a positive change. 3. They are charismatic and can recruit others. Use an anonymous company-wide referral survey.
Externally: Find the most vociferous online advocates and launch a “Generations” product review service. These advocates receive free demonstrations and products for use and online review.
Externally: Identify those suppliers whose products generate the top 20% most sales.
HOW WILL YOU ENGAGE THEM?
Share your passion, help them learn, and let them be more autonomous in their decisions.
BELOW ARE RED LENS AND BLUE LENS FILTERS YOU CAN USE TO EVALUATE EXISTING HABITS OR NEW IDEAS. IF THE BALANCE OF BLUE LENS QUESTIONS IS GREATER THAN THAT OF THE RED LENS THEN THIS ACTIVITY SHOULD BE EXPLORED. IF THE RED LENS IS GREATER, THE ACTIVITY SHOULD BE CHANGED OR DISCARDED. More lenses can be added based on co-developed SEARS values