Sears launches digital platform for Blue Crew brand

HOFFMAN ESTATES, IL: Sears is promoting the official launch of its Blue Crew HQ website, an interactive online platform that builds on its existing customer service "Blue Crew" campaign.

HOFFMAN ESTATES, IL: Sears Holdings Corporation is promoting the official launch of its Sears Blue Crew HQ website - - an interactive online platform that builds on its existing customer service “Blue Crew” campaign. 

Robert Raible, VP of integrated marketing communications at Sears, said, “[The campaign] had an overwhelming response in terms of positive movement for our brand and metrics. We felt it was a great time and opportunity to take it into the digital space. We're focused on making the brand more modern, meaningful, and relevant.”

The site features modules designed to help users choose products or items from broad categories, videos showing archetypes of various Blue Crew helpers, and a personal shopper iPhone app that can connect users to the actual Blue Crew. Users are also encouraged to share content via their own social media accounts on sites like Facebook and Twitter.

“The intent of all of this is for people to be able to share relevant content they like within their communities,” he said. 

The company, working with Euro RSCG Worldwide PR, aims to build awareness of the site through media relations,, which Raible notes generates “a huge amount of traffic daily,” Facebook, Twitter, and its MySears social media platform. Additionally, in July the team will focus on video syndication to seed its video content on sites like YouTube.  

He explained that in the first phase of this launch, PR, social media, and SEO will drive the promotional efforts.Yet, he added that as the website continues to grow, traditional advertising will be part of the plan.   

The site also serves as a platform for individual promotional efforts for various brands such as Kenmore or Craftsman, he said.  

“As we continue to build campaigns and launch things, they'll appear,” he said. “It's a growing and dynamic site.”

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