Business Case Study: Sears, Roebuck and Co. Background amount of people could reach these stores. Sears associ- ates and PG&E employees staffed the CARE booths. ■ Type of Business: Retailer ■ Location: Illinois headquarters Programs: Public Outreach ■ Size: 259,00 employees throughout country, 120 stores ✓ Low- and ﬁxed-income assistance: Worked with in California PG&E to enroll consumers in CARE program, through a ■ Contact: Susan M. Komornik, Project Operations Man- one-day event, “CARE Day at Sears.” Eight Sears stores in ager, Sears Home Appliances the Bay Area hosted CARE Day at Sears in December C2-248B, 3333 Beverly Road, 2001. All PG&E customers who enrolled in CARE at par- Hoffman Estates, IL 60179 ticipating store locations were entered into a free rafﬂe for Phone: (847) 286-5768 energy-efﬁcient products. Sears also offered a $50-off cou- E-mail: Skomorn@Sears.com pon toward the purchase of a new refrigerator to CARE Website: www.sears.com applicants. Sears arranged for media coverage of the CARE Day at Sears event. Summary ✓ ENERGY STAR® promotions: In 2001 Sears implemented a comprehensive plan to • Played ENERGY STAR® public service announce- heighten public awareness about high-efﬁciency ENERGY ments (PSAs) on Sears in-store “Wall of Eyes,” STAR® products. The plan included extensive market continuous-loop videos on multiple in-store tele- research, a California media tour, conferences, product visions. (January-September 2001) development and premier introductions in California, event sponsorship, associate and consumer education, • Used videotapes with U.S. Department of Energy product labeling and signing, rebates and aggressive (DOE) spokesperson in-store. reductions in Sears facilities. One successful project • Posted ENERGY STAR® program description on included a Sears-initiated partnership with Paciﬁc Gas & banner page of Sears.com Electric (PG&E) to enroll more low-income and ﬁxed- • Posted ENERGY STAR® logo on all qualifying income Bay Area consumers in the CARE (California products on Sears.com Alternate Rate for Energy) program, which provided a 20 • Provided ENERGY STAR® training in three publi- percent monthly discount on PG&E bills. The joint ven- cations of Sears’ internal Currents magazine to ture was spurred by a PG&E press release stating that more than 12,000 Sears Home Appliance sales more than 200,000 eligible Bay Area consumers still had associates. not enrolled in CARE. • Design work to be completed January 2002 for Referenced in Business Guides: interactive CD training of ENERGY STAR® prod- ucts, required for all new appliance associates ■ #4, “Promote Energy Conservation and Efﬁciency during orientation. Through a Public Outreach Campaign” ✓ Media campaign: Plan • Funded a one-week media tour in June 2001 with a spokesperson from the U.S. Department of The joint venture was initiated and carried out by the Sears Energy; conducted 25 interviews in California. general manager in the San Francisco district and the Sears Manager of Strategy and Operations. ✓ Showcased products: Introduced new HE3t energy- and water-saving washing machine in California three Participating Sears store locations were Hayward, Newark, months earlier than the rest of the country. Produced “PR Oakland, Richmond, San Bruno, San Jose at the Eastridge in a Box” training kit on Kenmore Elite HE3t washer for Mall, San Rafael and Santa Rosa. Sears chose these loca- all California stores to conduct interviews advancing the tions because demographics showed that the largest cause of energy conservation and ENERGY STAR® pro- media campaign to more than 80 percent after- grams. wards. • Number of units of ENERGY STAR® products in Budget and Finance California increased 79 percent; sales of ENERGY Sears funding covered the cost of supplying space for STAR® products increased 67 percent in Califor- CARE Day at Sears, ENERGY STAR® Appliance vignettes nia in 2001 over 2000. and in-store signing and press releases that appeared in • CARE Day at Sears stores enrolled more than several major papers. PG&E funding covered additional 1,100 qualiﬁed customers in the PG&E program. messaging to publicize the CARE program and the loca- Hundreds of other PG&E customers came to the tions where CARE Day at Sears were held. stores, but did not qualify for the CARE discount. Other customers received additional information Results about ENERGY STAR® products and ways to reduce energy usage. The one-day event enabled Sears public outreach efforts were successful in many Sears to showcase its wide range of ENERGY ways. Indicators include: STAR® products and helped drive in-store trafﬁc • Sears was cited as preferred destination for for other shopping. energy-efﬁcient appliances by 50 percent of con- sumers polled in the Harris Interactive online sur- Lessons Learned vey in October 2001. Sears found that a hugely successful public energy out- • Awareness of the ENERGY STAR® rating jumped reach program, such as CARE Day at Sears, beneﬁtted the from 28 percent prior to Sears’ public outreach/ community, the utility partner and the Sears stores.
Pages to are hidden for
"Sears, Roebuck and Co"Please download to view full document