Transforming a classic retailer into a digital disruptor

About the client

Sears Home Services is a division of Sears that specializes in appliance repair, lawn and garden services, HVAC service, as well as most in-home services. Sears Home Services can also do a repair on small appliances in-store.

Opportunity

The new CMO of TransformCo saw an opportunity with Sears Home Sears. Digital disruptors were eating away at Sears’ in-home services. Sear’s primary lead generation tool had lost its effectiveness after years of incremental changes driven by siloed business units vying for the end customer attention. Sears Home Services need a new purpose to rally the team.

Solution

Sears Home Services’ website gave equal representation to every business unit without regard to consumer intent. We developed a new framework to focus on the user, and help them quickly self-discover the value available from Sears Home Services.

The new approach required a radically different user experience. By reducing the average number of clicks-to-appointments from 11 to 5, Sears Home Services realized a 36% increase in scheduled appointments.

All of the improvements were introduced while maintaining their ~1M visitors per month website traffic — most of that driven by organic search.

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