Best Retail Website

Sears Canada had a mandate to increase their Sears email newsletter subscribers. They wanted to focus on customers that had an interest in fashion and capture consumer interests based on: opt-ins, category preferences and fashion preferences. m marketing developed a web-based contest/platform that allowed customers to evaluate and outline their own style preferences while showcasing Sears products all with a consumer initiative to win 1 of 3 $5,000 shopping sprees. The “Sears Choose Your Style” contest was developed as a micro site that enticed the consumer to participate in a Style Quiz that was primarily visually driven and showcased a variety of Sears brands. It was a fun-based self-discovery platform that let the consumer see what style they were and let them know what brands Sears offered to fulfill their style requirements. Fashion conscious consumers were motivated to participate and provide referrals with the chance to win 1 of 3 $5,000 Sears shopping sprees. Consumers that wanted to participate in the quiz and have a chance to win had to opt-in for Sears email newsletters and consumers were encouraged to let their friends know what style they were by announcing it via Facebook, email and Twitter. This created a social media buzz that helped to grow interest in the quiz and contest. Sears also compiled a significant amount of data from the 132, 502 quiz participants that lead to important brand and consumer insights.

Contributors:

Account Director:	Matt Diniz
Senior Account Manager:	Sarah Uy
VP Integrated Marketing:	Tanya Stambolic
Creative DIrector:	Nigel Baines
Director, Interactive Marketing & Community:	Sarah Trimble
User Experience Manager:	Rick Neuman
Online Community Manager:	Will Alexander

M MARKETING INC

Location: Canada