Sears direct mail

To stimulate card usage, Sears used its high-profile store renovation strategy to target 200,000 lapsed customers.

The package featured a personalized message from a Sears store manager targeted to customers based on the location of their nearest store. The mailer revealed an invitation to visit the store and a coupon for 1,000 bonus Sears Club points. A map to the store was also included.

More than 60,000 cardholders went to their nearby Sears store to redeem their coupons – a result that dramatically surpassed expectations.

This package won a Gold CMA (Canadian Marketing Association) award and was also recognized by Caples with a Merit award.