News

Sears launches online platform for Blue Crew

June 15, 2010

Sears is taking its Blue Crew, "the trusted experts at Sears who help in-store customers get exactly what they need," onto the Internet.

According to a press release, the company is launching the Sears Blue Crew HQ digital platform on which "the Sears experts will come to life in both an entertaining and educational way to help customers get all the information they need to find their perfect product."

"Based on the overwhelmingly positive response we've received from our in-store customers, we've decided to expand the Sears Blue Crew's presence online, so that our customers can also engage online on a personal level with our Blue Crew experts," said Scott Freidheim, EVP, operating and support businesses and interim CMO, Sears Holdings Corporation.

By housing all Sears Blue Crew capabilities in one place online, customers will be able to easily get the information they're looking for at anytime, anywhere and have the confidence that they are making smart decisions when it comes to purchasing new products for their homes, the company said.

The site will bring the Sears Blue Crew trusted advisors to life online by featuring archetypes who demonstrate the Blue Crew's guiding principles:

• Randall, aka "The Fixer": Knows parts and repairs inside and out. He is always ready to save the day
• Tom, aka "The Stork": Prides himself in delivery that is courteous, professional and on time, every time
• Pam, aka "The Matchmaker": Knows the selection inside and out. She will help match customers with the perfect product
• Jill, aka "The Night Owl": Provides customers with 24/7 support whenever they need it. She is always ready to troubleshoot and answer questions

At launch, the Sears Blue Crew HQ site will feature relevant, entertaining Blue Crew related content modules that will provide customers with a more personalized experience when making decisions on their new products, including:

• TV Matchmaker — Helps customers find their TV match by asking a series of compatibility questions
• Live Greener — Identifies eco-friendly products and services for customers looking to make greener choices
• Shop Your Way Rewards — Allows customers to earn rewards toward their Sears purchases regardless of their method of payment — cash or credit. The rewards are stored on the Shop Your Way Rewards card and members can redeem rewards where and how they desire
• Personal Shopper — Connects customers with a live personal shopper. The iPhone application allows customers to snap a picture of their desired product, send it to Sears' team of personal shoppers and then receive a notification via a phone call or e-mail when the team has found their product