Social Networking Goes Local For Sears
Each of the 1,238 Sears Hometown and Outlet Stores has a Facebook page that was set up by corporate, but must be administered by the local store owner. That strategy has let operators customize their pages with local discounts and other goings on, as well as provided a portal for corporate to run national promotions across all of the franchisee pages. Owners are encouraged to start building their fan base with “low hanging fruit;” friends and family who will happily share the weekly Friday coupon and other specials to begin viral spread. In-store flyers, circulars and e-mails also alert people to new Facebook pages.