Sears' Private Label Craftsman Brand Unveils Interactive Store

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August 31, 2010

Sears’ unveiled the Craftsman Experience, a downtown Chicago venue that combines hands-on project stations, live demos and clinics and a one-of-a-kind Craftsman retail store.

ut Craftsman fans don’t have to go to Chicago to visit the store, which was built with an internet audience in mind. The Craftsman Experience will stream special events live over the web and serve as the studio for an internet-based radio station.

"The Craftsman Experience is a truly unique venue that will bring our products to life for those who step inside and those who join us via the internet," said Guenther Trieb, president of the Craftsman brand for Sears. "This is the latest in a series of strategic moves by each of our brands –– Craftsman, DieHard and Kenmore –– to get closer to our customers. The 'Experience' expands access to Craftsman for existing and new, younger customers. We've already had success with customer outreach –– Craftsman and DieHard have launched viral videos, which dramatically demonstrate how our products can endure torture tests. And the Kenmore Live Studio has driven its fan base on Facebook to over 100,000 -- a fan number that Craftsman recently surpassed as well, even before the 'Experience' opened."

Craftsman Experience visitors will find hands-on activities and clinics at three unique project stations highlighting woodworking tools, automotive and mechanics tools, and lawn and garden products. Project experts will walk visitors through the features and benefits of various tools, allow them to test them out for themselves, and showcase everyday applications. Other specialists will appear at the Craftsman Experience for special events and clinics that will put Craftsman products to the test in unexpected ways.

"To fully appreciate our products, you need to be able to touch, feel and test them for yourself and see them in action through a wide variety of projects," said Kris Malkoski, vice president and general manager of the Craftsman brand. "The Craftsman Experience is a location that allows us to create that level of interaction."

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