SEARS GENERATIONS

Because no one else can outfit you for life

SEARS…

Online & In-Store Shopping: Appliances, Clothing & More?

(Nope, someone else is already doing a better job at that.)

IS EXPERIENCE

 

Sears will transition away from selling a product to a CUSTOMER

and transition toward facilitating an experience with a CREATOR

 

WHY?

SEARS IS THE ONLY COMPANY THAT CAN DO THIS

Sears is the only all-American retail brand that people trust, remember and count on for generations.

From the first mail order catalog to the first fully automated distribution center in the world,

Sears is founded on innovation


From the WishBook to the Sears Appliance stores,

Sears has continually predicted consumer desire


With curated and high-quality brands like Kenmore and Craftsman,

Sears repeatedly leads whole industries

 

SEARS CAN PROPOSE WHAT COMES NEXT…AND BE TAKEN SERIOUSLY

WHAT?

Creator Experience

Improve stakeholder relationships – starting tomorrow

Elements Tooklit

Curate only the best products and bundle them into meanigful packages

Passion Engine

Envision and publicize how you will make the world better

HOW?

WHO?

We identify three categories of SEARS stakeholder. Customer, Employee, and Supplier. We designate all parties as co-creators below.

How will you know who the influencers are?

Internally: Discover who meet three criteria. 1. They believe in Sears. 2. They are eager to make a positive change. 3. They are charismatic and can recruit others. Use an anonymous company-wide referral survey.

Externally: Find the most vociferous online advocates and launch a “Generations” product review service. These advocates receive free demonstrations and products for use and online review.

Externally: Identify those suppliers whose products generate the top 20% most sales.

How will you engage them?

Share your passion, help them learn, and let them be more autonomous in their decisions.

 

LENSES

BELOW ARE RED LENS AND BLUE LENS FILTERS YOU CAN USE TO EVALUATE EXISTING HABITS OR NEW IDEAS.

IF THE BALANCE OF BLUE LENS QUESTIONS IS GREATER THAN THAT OF THE RED LENS THEN THIS ACTIVITY SHOULD BE EXPLORED.

IF THE RED LENS IS GREATER, THE ACTIVITY SHOULD BE CHANGED OR DISCARDED.

More lenses can be added based on co-developed SEARS values

RED LENS                                               BLUE LENS

Focuses on user values

Focuses on user values

LENS: Does this activity, action or policy enhance the values of the user or the employee. Using the personas below you can quickly view any existing or proposed activity through this lens of Values to determine if it fits the overall Sears strategy.

Does not promote creativity

Does not promote creativity

LENS: Does this activity, action or policy promote creativity or limit it. Some of the staff people we interviewed claimed that the policies and procedures at Sears let them feel like machines working for a giant organization. They did not feel creative. Listen to interview audio here.

Encourages mastery

Encourages mastery

LENS: Does this activity, action, policy promote mastery for both my staff and their customer/collaborator? Millenial and Gen Z creators (customers) crave the ability to master something new. American culture values resilience and these generations have grown up with the internet. They can become a lay-expert on almost any subject in a short amount of time.

Does not resonate with Sears Values

Does not resonate with Sears Values

LENS: Does this activity, action or policy resonate with the Sears values of quality, durability, and innovation? Does it support the history of the brand and point toward a future that fits with these values? Here are some images we took showing the breakdown of Sears values.

GENERATIONS

Because no one else can outfit you for life


Sears will transition away from selling a product to a CUSTOMER

and transition toward facilitating an experience with a CREATOR

by standing for something big that improves the world   |   by redefining the way service is organized and delivered   |  by aligning with only the best quality