Sears Has the Geolocation Right, Demographic Wrong
Give Sears an “A” for targeting me with this e-mail based on my zip code, but the offer is a bust… unless they think I’ve wasted precious time at the gym.
Sears says my bra may not fit right. I can register to go to a custom fitting at the Danbury, CT store (about 20 miles from by house, as the bird flies). The problem is, it’s a “girls-only gathering.”
I don’t even wear a “manziere” (or a “bro”).
I haven’t made a purchase from Sears in quite a while and I’m definitely a part of its 24+ month segmentation. Even so, I’m sure the last purchases I made there were for hardware or automotive. They should know I’m a male. Even if they know I was married, there’s nothing in the e-mail that says “forward to your wife.” And even if it did, I’m sure the “honey, I don’t think your bras fit you properly” conversation would go over too well.
But I do give Sears some credit for another e-mail this month. The first e-mail of the year came to my PDA at the stroke of midnight on New Year’s. It was an offer for a 50″ HDTV. Had my wife not been with me at that moment, I’m sure that in a champagne-induced state I would have clicked through and found myself picking it up - or canceling the order - once daylight came.
