Sears Goes Zwinky for Tweens and Teens
Assignment 4
"Sears Goes Zwinky for Tweens and Teens"
Ronitha Burns
Consumer Behaviors
Dr. Thomas Mutula
November 4, 2012
ABSTRACT
This paper is a breif synopsis of how Sears can better market to capture the teen audience. With Forever 21, Gap, Aeropostale, etc. stores being the most popular stores among this age group, The researchers gives a brief marketing strategy to increase the teen market by engaging with what they are engaged.
Determine the image that Sears is attempting to create with its “Don’t Just Go Back. Arrive,” Arrive Lounge, and other partnerships with social network sites Dont Just Go Back Arrive, is a slogan Sears use to create an atmosphere where customers can feel like they are in a fantasy world, or feel like they are in their homes. For instance, what makes a great visit is when one could go to someones house and feel like they are in their homes. To further explain, I like to go to a friends house because they offer a variety of things that would make my visit great. I would like to go to different sections of the home and expect to see everything that I usually would want or have at my home. Therefore, Sears wants to offer the experience if you go to a different section that offers a variety of things that I would need. Meanwhile, the slogan Dont Just Go, Arrive means you would have a great shopping experience at all cost. In the meantime, Sears is a mall store that trying to capture the youthful, teen audience. If you want to communicate with teens and their pre-pubescent counterparts, otherwise known as tweens, you need an expert and that doesn't mean a parent. In order to connect with teens and tweens on their level, you need to play where they play. Teen and tween virtual worlds and the people who create, monitor and brand on them offer a direct, immersive channel for communicating with this unpredictable demographic. With 1.6 million
"Sears Goes Zwinky for Tweens and Teens"
Ronitha Burns
Consumer Behaviors
Dr. Thomas Mutula
November 4, 2012
ABSTRACT
This paper is a breif synopsis of how Sears can better market to capture the teen audience. With Forever 21, Gap, Aeropostale, etc. stores being the most popular stores among this age group, The researchers gives a brief marketing strategy to increase the teen market by engaging with what they are engaged.
Determine the image that Sears is attempting to create with its “Don’t Just Go Back. Arrive,” Arrive Lounge, and other partnerships with social network sites Dont Just Go Back Arrive, is a slogan Sears use to create an atmosphere where customers can feel like they are in a fantasy world, or feel like they are in their homes. For instance, what makes a great visit is when one could go to someones house and feel like they are in their homes. To further explain, I like to go to a friends house because they offer a variety of things that would make my visit great. I would like to go to different sections of the home and expect to see everything that I usually would want or have at my home. Therefore, Sears wants to offer the experience if you go to a different section that offers a variety of things that I would need. Meanwhile, the slogan Dont Just Go, Arrive means you would have a great shopping experience at all cost. In the meantime, Sears is a mall store that trying to capture the youthful, teen audience. If you want to communicate with teens and their pre-pubescent counterparts, otherwise known as tweens, you need an expert and that doesn't mean a parent. In order to connect with teens and tweens on their level, you need to play where they play. Teen and tween virtual worlds and the people who create, monitor and brand on them offer a direct, immersive channel for communicating with this unpredictable demographic. With 1.6 million