Sears Home Services Pushes Do-It-For-Me Over Do-It-Yourself
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Sears is kicking off a campaign for its Home Appliances and Services sector that takes jabs at the do-it-yourself trend and aims to spotlight more of the retailer’s home improvement services.
The brand, which is one of the nation’s top appliance sellers and repair providers, wants to call attention to its full suite of home-improvement offerings, which includes roofing, HVAC, window installations, kitchen remodeling and home-protection services, among others. The company has historically advertised those services at the local level and through direct marketing.
“We’re in a number of businesses that we don’t do brand marketing around,” said Chip Smith, CMO-home appliances and services at Sears, who joined the company last November. “We saw a big opportunity to improve … an opportunity to tell a broader story.”
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