Sears Outlet Stores Go Out With a Bang

CHICAGO – Although long-term growth on the newly won Sears Outlet Stores business for Cramer-Krasselt/Chicago went up in smoke, the agency has been busy helping Sears shut down the units. Designed to position Sears Outlet store promotions as ‘can’t miss’ events, the programs have drawn record crowds of bargain-hungry consumers. The promotions, which offer merchandise at prices reduced 80%, have helped the outlet stores achieve double-digit growth and sales have ‘far exceeded’ the company’s expectations for liquidating the merchandise, said Steve Dennis, director of business development for the Sears Merchandise Group. The latest campaign by C-K features two 30-second spots breaking June 23 in seven spot markets.
Copyright Adweek L.P. (1993)