MANAGE MY HOME
Shifting Focus from Product to Partnership
Sears has long been the place to go when you need a new washer, lawnmower or drill. While homeowners could count on the retail giant to carry some of the most trusted brands of tools and appliances, Sears didn’t necessarily stay top of mind in between these infrequent purchases.
What would keep customers more engaged more regularly? The right content, of course.
We had the right fix
By creating an online community for its core audience of homeowners and empowering them in all stages of homeownership, especially maintenance, Sears could become a trusted partner, not just a place to shop. And so, Manage My Home was born(eventually to become Manage My Life).
Creative Ideas & How-To's
TOOLS FOR MANAGING PROJECTS
ANSWERS FROM EXPERTS
ACCESS TO PRODUCT MANUALS
Manage My Home helps Americans take charge of the largest investment most will ever make — their homes.
The Sears and THINK team worked over a two-year period to launch this community and add content, new features and functionality using Agile development methodologies.
Sears’ first foray into content marketing and online community building was a hit with homeowners. Over a 24-month period, the community grew to 2 million users and the company’s Facebook fan base grew tenfold. Manage My Life increased awareness in the DIY space for Sears, and ultimately increased sales of their products.