Sears, Roebuck & Co.'s Women & Home Care Program

The single woman homeowner is a burgeoning, underserved market and the consequences of ignoring this group in human terms are huge. More than eight in 10 women have been, are currently, or expect to be solely responsible for maintaining a home at some point in their lives. Most of them will assume sole responsibility after a divorce or the death of a spouse - not an ideal time emotionally or practically to be learning new skills.

Using research created by Tiller, Sears established its Women & Home Care Program. The program helps women learn how to maintain their homes before crises occur. It also supports the increasing number of single women purchasing and maintaining homes without the help of a spouse.

The research results were the focus of a column in the July 2004 edition of Money magazine and were featured in a weeklong series about women and homeownership on NBC's Today Show. The research was also the basis of an article in the national Sunday newspaper supplement USA Weekend.

Sears also created a special website to help educate and empower women homeowners. Interactive features allow visitors to test their knowledge and learn about all aspects of home maintenance. Additionally, Sears developed a "Sears Service Pledge," and a customer "Bill of Rights" that clearly and specifically articulates what a customer can expect when Sears' repair technicians arrive at their homes.

The Sears Women & Home Care Program represents the perfect nexus between a significant customer issue and a company's core capabilities.

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