Sears launches back-to-school Facebook app
Published July 29, 2010
Back-to-school season is one of the biggest shopping periods in the United States. Hoping to attract college students looking for dorm room necessities, Sears recently launched a Facebook application promoting new merchandise.
Students can use the application to decorate a virtual dorm room with products available for purchase at Sears, such as bedding, appliances and electronics. Consumers can also share their virtual rooms with friends, allowing them to come up with new ideas.
Sears likens the application to the direct-to-consumer catalog it once printed, but says this approach is more engaging and interactive.
As MediaPost notes, total spending on back-to-college products is expected to exceed $30 billion this fall, with the average college family spending more than $600 on new merchandise. Electronics, such as cell phones, MP3 players and laptops, account for the greatest amount of consumer spending.
Competing retailer Kohl's recently launched a $10 million giveaway for schools that will last the duration of the shopping season. Fans can log on to Facebook and nominate institutions they think are deserving of the prize money. The retailer promoted the contest with a multichannel marketing campaign, covering print, web and television.