Sears promotion at the head of the class for back to school. (Market Report Card)

Children's Business, September, 1991 by Colman, Gregory J.

Sears Promotion At The Head Of The Class For Back To School Sears' new children's wear sales promotion, called KidVantage, marks both a return to one of Sears' old marketing strategies and the culmination of a new one. The KidVantage program includes two parts--a WearOut Warranty and a Frequent Purchase program.

The WearOut Warranty, printed on the back of all cash register receipts, states that if clothing bought at Sears wears out while the child wears the same size, Sears will replace it free with the same or similarly priced item. Customers will decide when clothes are "worn-out." First tested on Sears' private labels, the warranty now applies to the more than 70 national children's apparel brands in Sears' children's wear departments. The brands...

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