To win back customers after bankruptcy, Sears wants to go back to the future. That's how Peter Boutros, chief brand officer of Sears and Kmart and president of the Kenmore, Craftsman and DieHard brands, thinks of the company's efforts to make itself relevant to today's shoppers by drawing on what made it successful in its heyday, the Chicago Tribune reported. It's the first new appeal to shoppers Sears has unveiled since its former CEO, Edward Lampert, bought the Hoffman Estates-based company out of bankruptcy in February, with a $5.2 billion bid and plans to rebuild around smaller stores and strengths in categories like appliances. Both Sears and Kmart stores have new "brand mantras" of "making moments matter" and "love where you live," respectively. They were created in-house, unlike earlier campaigns like "There's more for your life with Sears," developed with Ogilvy & Mather Worldwide and "Good Life, Great Price," developed with Young & Rubicam, said Boutros. Sears will be focusing on two core groups of customers: baby boomers who grew up trusting Sears and just need to be won back and young families who might be first-time shoppers.
