Ad Age reports: Amid declining sales, Sears, Roebuck & Co. is shifting strategy in a holiday push from WPP Group's Y&R, Chicago, to promote it as a speedy shopping destination for the harried mother. It's offering a program in which customers can order online and pick up the merchandise at Sears five minutes later. The service is being hyped by a spot in which a mom pulls her station wagon up to the store and grabs packages as an infant cries in the back. "Five minutes," says the voice-over. "Enough time to move a shopping mountain."
But boy the consequences if Sears can't deliver within those five minutes. Moms are tough customers to win back, especially once they've given you a second chance.
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November 27, 2006
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