Sears tries to avoid Toys R Us' fate with holiday push
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Weeks after filing for Chapter 11 bankruptcy protection, Sears is hoping to convince consumers that it’s still open for business this holiday season. The Hoffman Estates, Illinois-based company, which also owns the Kmart brand, is running emotion-based messaging and hoping to capitalize on feelings of nostalgia for the once-mighty retailer.
“We’re open to serve you online and in stores, both at Kmart and at Sears,” says Peter Boutros, chief brand officer for Sears and Kmart and president of the Kenmore, Craftsman and Diehard brands, and a three-year veteran of the company. He adds that, “There is a significant switch in what we’re doing this year by tapping into consumer sentiment versus previous years.”
This week, Sears is promoting a “Sleighing the Holidays” internal rallying cry among employees; publicly it’s pushing messaging around “Holly Jolly” and “Dashing through the Deals.” The company is promoting itself on social media and in print with a “Thanks for the Love” message.
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