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SEARS. By: Danielle Cohen & Amber Hughes. A Retailing Presentation. History Of Sears. 1886: Richard Sears – sells watches 1887: Sears settles into Chicago location 1893: Sears officially forms; corporate name is Sears, Roebuck, and Co. 1896: First general catalog

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SEARS

By: Danielle Cohen

&

Amber Hughes

A Retailing Presentation


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History Of Sears

1886: Richard Sears – sells watches

1887: Sears settles into Chicago location

1893: Sears officially forms; corporate

name is Sears, Roebuck, and Co.

1896: First general catalog

1925: First Sears retail store opens in Chicago

1927: Sears launches the brands Craftsman and Kenmore

1945: Sales exceed $1 billion

1953: Sears opens in Canada

1973: Move national headquarters to Sears Tower

1986: 100th anniversary

1993: Introduces “Come see the softer side of Sears” advertisements

Sears Tower


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History Of Sears cont…

1999: Introduces “The good life at a great

price” advertisements

2004: Extreme Makeover Home Edition

Ty Pennington involved in advertisements, product design

2005: Sears Essentials

Latina Life


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Fast Facts:

  • Headquarters:  Hoffman Estates, Illinois

  • Employees: Approximately 250,000

  • Full-line Store Locations:  Nearly 900

  • Sears' 2004 Fortune 500 Ranking:No. 32 

  • Areas of Operations:  United States, Puerto Rico and Canada

  • Employs: Approximately 201,000 associates in the U.S. and 48,000 in Canada

  • Serves: More than 48 million active Sears customer households


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The Foundation of Sears

  • Sears' MissionTo grow our business by providing quality products and services at great value when and where our customers want them, and by building positive, lasting relationships with our customers.

  • Sears' VisionTo be the preferred and most trusted resource for the products and services that enhance home and family life.

  • Sears' Core ValuesWe must· earn our customers' trust and business every day;· act with integrity in everything we do;· treat everyone fairly and value diversity;· be accountable for our actions; and· win as a team.


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The Sears Empire:

  • Retail Brands

    Dealer Stores Kenmore

    Full-line Stores Craftsman

    Kmart Diehard

    The Great Indoors Lands’ End

    Sears Grand

    Sears Essentials

    Orchard Supply Hardware

    Land’s End


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What makes Sears, Sears?

  • Sears carries many different products:

    -Appliances -Lawn and Garden -Clothing -Movies, Music, and Games

    -Baby -Sporting Goods

    -Electronics and Computers -Tools

    -For the Home -Toys

    -Gifts -Jewelry


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What makes Sears, Sears?

  • Sears offers many great services:

    -Optical -Gift Registry -Hearing Aid Centers -Home Services

    -Automotive Care -Credit

    -Portrait Studio -Flowers (online only)

    -H&R Block -Catalog shopping

    -Gift Cards -“Worry-Free Shopping”


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Target Market

  • Focuses on:Middle to Higher income families with a desire to outfit their homes and closets with quality products at decent prices with a satisfaction guarantee.

  • Targets:Men and Women

  • Ages:

    Men:25-60 (the outdoorsy, tool-buying, Mr. Fix-it, electronic lovin’ guy)

    Women:16-65 (the middle income, fashion conscious, homemaker to business woman, busy mom)


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Competition:

  • Intratype: JC Penney’s, Kohl’s, Mervyn’s (for clothing and home soft lines)

  • Intertype: Home Depot, Lowe’s, Target, Wal-Mart

    *Note: There isn’t really another company that offers everything Sears does, some might offer home wares, or services and others, clothing, but not the combination that Sears does.


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Sears Did WHAT?

  • From 1908–1940, Sears, Roebuck and Company sold more than 100,000 homes through their mail-order Modern Homes program.

  • Sears offered loans beginning in 1911, and by 1918 it offered customers credit for almost all building materials as well as offering advanced capital for labor costs. Typical loans ran at 5 years, with 6% interest, but loans could be extended over as many as 15 years.

  • The process of designing a Sears house began as soon as the Modern Homes catalog arrived at a customer’s doorstep.

  • Over time, Modern Homes catalogs came to advertise three lines of homes, aimed for customers’ differing financial means: Honor Bilt, Standard Built, and Simplex Sectional (really expensive, expensive, and trailer park worthy)


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Sears Houses:

Newer Model-1930s

Middle Model- 1915

Oldest Model- 1900s

Although Sears no longer constructs houses, it helped them build an empire of quality house wares and appliances to stock our homes of today. It also created the tie between Sears and ABC’s Home Extreme Makeover show.


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Community Involvement

  • 2002– Sears American Dream Campaign

  • 2004– National Military Family Association

  • 2005– Helps Support Gulf Coast Residents after Hurricane Katrina

  • Extreme Makeover Home Edition (2003)

    Big Success: 15.8 million viewers that see the tie between Sears and

    Extreme Makeover Home Edition

    *During the show Sears promotes an ad that shows the family and the Design Team shopping at Sears to turn the new house into a home to create a emotional appeal to their audience.


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Sources:

  • www.sears.com

  • www.seattlepi.nwsource.com/business/131499_sears19.html

  • www.abc.go.com/primetime/xtremehome

  • www.searsarchives.com

  • www.searsamericandream.com

  • www.searsmedia.com


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