By: Danielle Cohen
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 Sears Tower
1986: 100th anniversary
1993: Introduces “Come see the softer side of Sears” advertisements
History Of Sears cont…
1999: Introduces “The good life at a great
2004: Extreme Makeover Home Edition
Ty Pennington involved in advertisements, product design
2005: Sears Essentials
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
Employs: Approximately 201,000 associates in the U.S.
and 48,000 in Canada
Serves: More than 48 million active Sears customer
The Foundation of Sears
To 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
To be the preferred and most trusted resource for the products and services that enhance
home and family life.
Sears' Core Values
· 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.
The Sears Empire:
Dealer Stores Kenmore
Full-line Stores Craftsman
The Great Indoors Lands’ End
Orchard Supply Hardware
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
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”
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
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)
Intratype: JC Penney’s, Kohl’s, Mervyn’s (for
clothing and home soft lines)
Intertype: Home Depot, Lowe’s, Target, Wal-
*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.
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)
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.
• 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.