1Jan. 16, 2009

HEROES AT HOME 2010

Babs Armour Dec. 26, 2010

2Jan. 16, 2009

Org Chart- Your HaH Cross Functional Team In Action

AGENCY –CENTRA Rules, Regs, Creative

PR /MARKETING

Gift Card Team

OBU PLANNERMarketing Promotions& Planning

Product Manager

CDW SERVER PERSONEL

Social Media

Store Ops Email Team +Responsys

Legal + IT Security

Accounting Team

Call Center Team

Cart & Content

3Jan. 16, 2009

Dept’s Roster Name -SEARSName/Title Email DESK MOBILE Jen Del Mar/Email Jennifer.delmar@searshc.com 847-286-7378Beth Schmidt/Responsys bschmidt@responsys.com 312-930-4286Mark Hilliard Email mhill2@searshc.com +1 847 286 1737Robert Kennedy -Chief rkenn16@searshc.com 847-286-1438Cindy Larson clars10@searshc.com 847-286-5825 847-404-5105Product Management Jay Wilder/Product Manager Jay.wilder@searshc.com 847- 286- 8261John Harris -API Director jharr67@searshc.com 847-286-1991Jennifer Giese-Cart jennifer.giese@searshc.com 847-286-4464 224.723.4952Uma Ramen -API Engineer urmani@searshc.com NA Bhavik Shah =API Engineer bshah2@searshc.com 847 286 5942Legal Team Eric Anderson eric.anderson@searshc.com 847 286 1223Jane Jeannaro jjeanne@searshc.com 847 286 8587Mike Deer mdeer1@searshc.com 847 286 9245In Store Operations Marguerite Bruski mbruski@searshc.com 847 286 7254Jamie Treewartha jtrewar@searshc.com 847 286 1290Gift Card Team May Rodrigo mrodrigo@searshc.com 847-286-6026Sveta Edel sedel@searshc.com 847.286.1307 224.645.2488IT Security Demetrios Lazarikso-Dir. Of Security dlazarikso@searshc.com 1 312 357 7892Brad Lindow blindow@searshc.com NA Call Centers Janet AllenPatty RankinChristy Steffen Brenda Tinkle Procurement Janet Grogan janet.grogan@searshc.com 1 847 286 7257Tina RoesselinDiane Fennel CENTRA 1400 OLD COUNTRY ROAD SUITE 420 WESTBURY, NY 11590

Randi Berger SVP rberger@centramarketing.com (516) 997 3147, ext. 14 (917) 744-0289

(516) 997-3147, ext. 23 (201) 424-1050Dori Seaman, Account Executive dseaman@centramarketing.com (516) 997-3147, ext. 18 naAl Holmes, Senior Vice President, Technology aholmes@centramarketing.com

4Jan. 16, 2009

Dept Name – Email Marketing

Name/Title Email Phone

Jen Del Mar Jennifer.delmar@searshc.com

847-286-7378

Beth Schmidt bschmidt@responsys.com 312-930-4286

Mark Hilliard

5Jan. 16, 2009

Main Function-Responsibilities Roles- Email Deployment to support programObjectives- Timely Email with program applicants

6Jan. 16, 2009

Sequence of Events

• When was your dept engaged? October

• Was the timing sufficient? Yes

• Was the field advised and ready? N/A

• Had all key stakeholders been in alignment? Yes

• Did you have the information needed to do your work? Yes

7Jan. 16, 2009

Dept. Milestones -Phase 1 Wish Registry Task Timing Owner

Deployment 10/18 Accept and Need More Responsys +Centra

10/22 Accept and Need More Responsys +Centra

10/25 Accept and Need More Responsys +Centra

10/28 Final –Accepts and Rejects Responsys +Centra

8Jan. 16, 2009

Dept. Milestones - 2 Deploy Gift Cards Task Timing Owner

Deployment 11/23, 12/10, 12/21, 1/7 Responsys/Email team

9Jan. 16, 2009

Dept. Milestones -Phase 3 Close Program Task Timing Owner

N/A

10Jan. 16, 2009

Issues Issue 1 – Communication with call center and vendors.

• Key Learning- Full cc’s to allow Sears from Responsys email the loop 24/7

Issue 2 – Some issues with call center accepting people late into program

• Key Learning: Shut the Look Up DOD Tool down the minute the program window closes. Also add time stamp for acceptance rejection.

Issue 3 : Multiple emails same HH address.

• Fraud Key Learning: Reject all fraudulent email addresses (multiple emails at 1 HH address)

Additional Improvements

• Key Learning: Deploy the emails in waves (central times) -East Coast first at 8A, Midwest 12N , Southwest 1P, West Coast 5P to allow call centers to field calls in a more orderly fashion.

• Key Learning: 7.1 % of the emails bounced back and had to be cleaned up by the call centers (186 on Round 1 and 119 on Round 2). Can we fix this for next year? Can Call Centers verify the emails better?

• Please make sure all (ALL) bounce back email addresses are sent to Randi + Call Centers  within 2 business days of each of  the deployment waves.  CCN and Centra must know all "bad email addresses” within 2 business days so our Call Centers and Centra can remediate.

11Jan. 16, 2009

Best Practices/Key Learning’s

• What worked well and why? Utilizing the Http post for resends specifically the Auto Trigger a resend of the exact same Gift Card Number –this prevents fraud since you can not reuse the same CARD Number if you already used it.

• And you must be on the original acceptance lists at Responsys. Do this again next year

• 186 Claimed no cards: 99 Were Fraud/Duplicates, 87 should have been accepted and were.

• What can we do to improve next year?

• Streamlined communication – direction from 1 person. Should all go through email team.

12Jan. 16, 2009

Marketing Planning-OBU

Name/Title Email Phone

Robert Kennedy rkenn16@searshc.com 847-286-1438

Barbara Armour (Babs) barmour@searshc.com 847-286-6792

224-723-2411

Cindy Larson -Analyst clars10@searshc.com 847-286-5825

847-404-5105

13Jan. 16, 2009

Heroes at Home Phase 2 - Gift Cards V1, V2 & V3

14Jan. 16, 2009

Sears.com Home Page Ads Holiday Hub Art Promo Box 250x175

15Jan. 16, 2009

Main Function-Responsibilities Roles –Planner OBU • Provide SME guidance for the digital space to Media Teams and Social Media

groups from the Full Line Store side of Sears.• Act as single point of contact for the Integrated Marketing Team• Assign work flow to the OBU Planning Team, DAC Team and UX Team and

outside Agency partners. • Build Emails • Coordinate Product Management Resources• Follow up reporting and analysis.• Daily donations reporting

Objectives• Deliver a turnkey Heroes At Home for 23,000 Families• Gain $7MM in Donations

16Jan. 16, 2009

Overview

• The Heroes At Home (HAH) promotion (now in its 3rd year) consists of several, coordinated online and offline components. It is funded by the Public Relations Department of Sears, which is not in the Online Business Unit (OBU).

• It has several features, but for purposes of this document, it is only necessary to mention the following online features:

• Military members sign up to benefit from the program via the Dept. of Defense (DOD) website. This was implemented on 10/1.

• Consumers can make a donation while in the store. Or, they can donate online. An online donation appears as an item in their shopping cart (similar to a gift card). This was implemented on 11/11.

17Jan. 16, 2009

Sequence of Events

• When was your dept engaged? OBU Planning was notified in July 2010

• Was the timing sufficient-Would have been if the Project had been duplicated exactly as is -with same Agency, Same Product Manager engagement

• Was the field advised and ready? Yes

• Had all key stakeholders been in alignment? No. Product Management had decided to bring the program in house and act as the major owners for development – and on August 28 decided not to bring it in house and then stopped attending any meetings or provide any further assistance. So we had to launch in 4 weeks from scratch operationally, but we at least had creative development underway.

• Did you have the information needed to do your work? No. Records were all over the place. Most of the key players from 2009 had left Sears or were no longer on the program.

18Jan. 16, 2009

Dept. Milestones -Phase 1 Wish Registry

Task Timing Owner

Technical Discovery and Assessment September 1 – September 27, 2010

Centra Marketing & CDW

Phase 1 Wish Registry Application Pages Creative

September 13-September 27, 2010

Centra Marketing

Database Build, Application Platform and Functionality/system interface Build

September 7 – September 27, 2010

Centra Marketing

Call Center Research Tool Build September 20 – September 27, 2010

Centra Marketing

Acceptance, Need More Info and Reject email deployment creative and HTML

September 20 – September 27, 2010

Centra Marketing

Original launch Date of Wish Registry Application

September 28, 2010 Delayed

Modify Wish Registry Application, Meet Security Requirements and PenTesting

October 7 – October 12, 2010 Security

Launch of the Wish Registry Application October 13, 2010 Centra Marketing

Acceptance, Need More Info Emails Deployed October 18, 22, and 25, 2010 Centra/Responsys

Final Acceptance and Reject Emails Deployed October 28, 2010 Centra/Responsys

19Jan. 16, 2009

Dept. Milestones – 2 Donations

Task Timing Owner

API build and interface with Cart check out October 15 – November 1, 2010

Centra and multiple Sears Internal Teams

Creative Direction for Landing Page and Pop Up pages

October 15 – November 1, 2010

Centra

Landing Page and Donation Page Launch November 1, 2010 Delayed due to API/Cart Issues

Checkout Team/Donation page Integration and Pen testing

November 1 – 11, 2010 Centra/ multiple Sears Internal Teams

Launch of the Heroes at Home Destination Page and Donation Page

November 11, 2010 Centra/multiple Sears Internal Team

Creative Direction and HTML for November 23 eGift Deployment and Acceptance List

November 19, 2010 Centra/Responsys

20Jan. 16, 2009

Dept. Milestones -Phase 3 Deploy Gift Cards

Task Timing Owner

First eGift Card ($50) deployed November 23, 2010 Sears/Centra Responsys

Second eGift Card (amount TBD) deployed December 21, 201 Sears/Centra Responsys

Third and Final eGift Card (amount TBD) deployed

January 7, 2011 Sears/Centra Responsys

Note that Massachusetts needs HARD CARDS (59)

All 3 Dates Above Sears/Centra Responsys

21Jan. 16, 2009

Marketing and PR Key Learning’s

22Jan. 16, 2009

PR Insights

• Communication was good, Marketing Planning was always helpful.

• Please boost the creative for 2011. Would prefer that the site be more engaging and interactive

• Ideas for driving donations? Refresh the pages? Upfront marketing?

• 45 Second Film running on Social Media – can we use for 2011?

• Can we do emails ahead?

• Can we re-run for social media 2011?

• HaH needs to be on sears.com

• Add the Donation Widget (like PetSmart)

• Engage Children• Pen Pals – Kids area. COPPA Etch A Sketch type tool.

• Children’s Ecard or Photo Ornament-bounce back.

Ask Mark Hilliard to dedupe to see if we have any opt ins for Natalie.

23Jan. 16, 2009

Issue 1

• From 7/1 to 8/28, the project operated under the auspices of Product Management but the decision and conclusion that all creative and all hosting would be done in-house (vs. using an agency in previous years).

• However, on 8/28, the decision was entirely reversed and an agency (Centra) needed to be hired.

• Key Learning: - Don’t switch out all responsibilities 4 weeks before the program is supposed to start. Decide NOW which dept. is the running HaH for 2011: Product Management or Marketing?

24Jan. 16, 2009

Issue 2 Data Base Admin Insights

• When the military registered through the sears.com/heroesathome Wish Registry info went to > CDW Server to > DOD website, the result was 1 of the following scenarios:

• Registration confirmed

• There is a problem with your registration, call us so that we can manually register you.

• You are not eligible to register. Call us if you think that there is a mistake in our records.

• The Call Center was trained to receive calls and use a look up tool. Calls were initially taking 13 minutes to resolve due to slowness with the lookup tool. Barbara Armour engaged DBA (Kevin Benton) to speed up the tool.

• Key Learning: Involve DBAs Team- Kevin Benton/Sears –at the very beginning to review and approve lookup tool implementation and test response time. CDW Tech Operations –Heath Corrigan must be engaged. Allow look up time of 30 seconds or less-CDW responsibility.

• Perhaps bring in hosting to Sears with SAVIS. Monitor what is spent on database activity versus call center activity.

25Jan. 16, 2009

DBA Insights - Continued

• Performance testing –holiday level loads in the environment. Begin testing in May, June, July, August. Simulate the maximum traffic.

• Notify and engage DBA in May 2011• Test driven development – write the requirements, write the code, test and keep

testing until the system performs as required. • Define Requirements:” As a ( role ) I need ( explain feature ) so that ( why

feature is needed).” Refer to the hyper link below for best practices- the site is updated monthly….

http://wiki.intra.sears.com/confluence/display/ECOMMIT/ECMySQLBestPract• Consider normalizing the data and creating a data warehouse.• Consider back up Master-Master replication.• Selenium Tool may be useful for automated simulated users. • Engage a third party to audit the code-Laz can recommend a Sears person to

audit the code by July 15, 2011.• MemcacheD Tool: Allows you to have applications ask what the results of a

recent query was and give you the answer immediately.• When in doubt, if nothing else, ask an experienced MySQL DBA to review

database design and SQL before it goes into production. J

26Jan. 16, 2009

Issue 3

• Legal made constant changes throughout the project. Legal must review every single letter, web page creative, T&C, look up tool, CC Script and make their change in a more scheduled fashion.

• Key Learning: Bring in legal at the outset. Review 2010 creative and ask Legal to advise us of required changes of the 2010 art that can be applied to 2011.

• Send Legal 2010 Call Center Scripts for suggested changes to 2011.

• Engage legal in Rounds 1, 2 3 of Creative.

27Jan. 16, 2009

Issue 4

• Project went through all needed administrative steps. It was listed as required project for q3 and q4. There was a Daptiv project number assigned, a PRD document was created and shared with Product Management (Chris Dargis).

• However, Lori Crozier was not kept aware of the project

• IT (and others) confused this project with another (ceased) project and claimed that no further work would be done on the project.

• Key learning: Product Management needs to coordinate their resources- Ensure full communication and clarity regarding the project. Set PM Milestones and responsibilities in May and begin communicating at the bi-weekly meetings which will be starting June 15, 2011

28Jan. 16, 2009

Issue 5

• Online donation functionality was not working until the last moment due to a Product ID (PID) being deleted from the catalog. This was rebuilt by Sveta Edel, Michelle Horan and ARS.

• Key learning: Gift Card Team: Ensure item set up (PID) from previous year is still intact early in the project. OBU Planner and Centra is responsible for this.

• Verify PID continues to work in May, June, July, August- double verify with Michelle Horan and Sveta Edel.

• Sveta should deactivate the PID on Jan. 1, 2011. Convert to SPIN (Rodney Cates Carter ).

29Jan. 16, 2009

Issue 6

• Once built, the PID is fed through an API so that it can be put into the cart as a product. That was not functional and through a miscommunication from PM, confusing this project with another project) that the project would not be supported. Therefore, 1 week of time was spent telling people we are still doing HAH.

• Key learning: Better communication of project? PM and API and Check Out/Cart s need to attend, respond and ensure API, IT Engineering is engaged on HaH.

30Jan. 16, 2009

Issue 7

• Redesign of checkout created a challenge.

• Key learning/recommendation: Make donation process similar to existing donation projects, such as PetSmart that encourages a $1 donation at checkout.

• Natalie, Babs and Robert Kennedy to get Daptiv # assigned and milestones from Chris Dargis by March 1.

• If possible, remove the Reloadable gift card entirely.

31Jan. 16, 2009

Issue 8

• FLS Program Development Manager assigned was brand new to Sears. So the FLS Partner was meeting a lot of challenges,

• Key learning/recommendation: FLS Program Manager should be seasoned Sears employee who can help with Call Center, Accounting/Finance, In Store Operations.

32Jan. 16, 2009

Issue 9

• No Central Sears Library/Repository for HaH Information

• So Marketing Planning had to look up, track down or fill in every single aspect of this program.

• Key learning/recommendation: Create rosters of contacts plus a DEPT BY DEPT recap of steps, milestones, key leanings and pitfalls to avoid plus best practices by DEPT for 2011. Babs has a meeting scheduled n Dec 17 with all the personnel to capture, and has created this HaH Library.

33Jan. 16, 2009

Issue 10

• No Product Manager was re-assigned until last week of October when Online donations were to begin Nov 1. Jay and Paul really pitched in and that was awesome.

• The Product Manager group was copied on all aspects of the project, including the notes from the 2 meetings/week.

• Project Managers kept coming in and put sporadically, which made them ineffective.

• Key Learning- Biweekly meetings are mandatory for all.

• Project Manager must set up the meeting, monitor attendance and review milestones.

34Jan. 16, 2009

Product Management

Name/Title Email Phone

Jay Wilder/Product Manager Jay.wilder@searshc.com 847- 286- 8261

John Harris

Jennifer Giese jennifer.giese@searshc.com office:  847-286-4464

mobile:  224.723.4952

Uma Ramen

35Jan. 16, 2009

Main Function-Responsibilities Roles- Evaluate in-house vs. external hosting.- Identify any needs for IT.- Test donation flow and work with IT to resolve any issues.

36Jan. 16, 2009

Work Around for 2010

Here was our workaround because we didn’t have an API.

We used a direct function call to DonationOrderItemAdd instead, and passed in some parameters:

form class="donateForm" onsubmit="return checkvalue(this);return false;" action="<http://www.sears.com/shc/s/DonationOrderItemAdd?storeId=10153&catalogId=12605&langId=-1&donation_1=0||40||http://s7.sears.com/is/image/Sears/07976029000||Heroes at Home Donation||123||||http://www.sears.com||2344>" method="GET" target="_blank"

Key Learning:This is not ideal from a security perspective; that’s why one of my suggestions for 2011 is to create an API version of this function.

37Jan. 16, 2009

Best Practices/Key Learning’s

• What can we do to improve next year?• Make an API solution for adding donation to cart and bringing user to cart -

possibly an API version of DonationOrderItemAdd. Takes minimum 4 weeks.

• How can we remove RSA (identity-verification) questions from the donation process? Currently, they show up because the card that they're "buying" is a reloadable gift card.

• Investigate whether we should make it so that the gift card does not load - donations flow directly to PS account number, which is easier for back-end processing.

• What other donation programs do we have? Can we use a common flow for in-site donations as well as offsite donations?

• We had more hardware than needed – we only needed 1 web/app and 1 DB server. We had an extra web/app server and load balancer.

• Document the flow of product/account numbers (PID connected to Gift Card Account #, PID connected to PeopleSoft account number, POS account 076029, GL account 24300.

38Jan. 16, 2009

Checkout• Per Jennifer Giese : As I explained on the call, this year we were unable to

support many projects because we were undertaking checkout redesign which had an $20MM revenue justification behind it.  That project was in progress and committed to launch right before the holiday.    I had to turn away a lot of requests for checkout this year as a result.   Both Chris Westall and I communicated this multiple times to multiple people.   

• Product Management fully supports trying to improve the process on the site – including making changes to checkout.  However, in order to get this project officially on the list for 2011 – we need a business case as well as funding source for the project.  Product management can work with whomever the project stakeholders are to create a business case .  Our internal template for business cases is our BOP model (template attached).  The intake form is also attached and you’ll notice a spot for the funding chargeback for this.    

• Jennifer Giese• Senior Product Manager - eCommerce• jennifer.giese@searshc.com• office:  847-286-4464• mobile:  224.723.4952

39Jan. 16, 2009

Centra Marketing & Communications, LLC

Name/Title Email Phone

Randi Berger, Executive Vice President randiberger@centramarketing.com (516) 997 3147, ext. 14

(917) 744-0289

Al Holmes, Senior Vice President, Technology

aholmes@centramarketing.com (516) 997-3147, ext. 23

(201) 424-1050

Dori Seaman, Account Executive dseaman@centramarketing.com (516) 997-3147, ext. 18

40Jan. 16, 2009

Main Function-Responsibilities Roles and Requirements:• Technical discovery and Assessment (Evaluate the 2009 HAH Tech Environment)

• Wish Registry Enrollment Phase I – 9/28 - 10/8; launch delayed until 10/13 - 10/27 IT Penetration Testing

• Build Enrollment Site (Flash Crowd expected)• Close Enrollment upon reaching 25,000 Registrants Allow for 1700 duplicates. How can we validate and dedupe

closer to real time?• HAH Call Center Service Application Research Tool- New tool developed by Centra.• Data Handling and Processing against Department of Defense, Uploading Acceptance, Need More Info and

Rejecting Files Integration with Responsys plus Creative Design and Layout for Registration Page, Thank You Page, FAQ Page, Terms and Conditions Page, Come Back Soon Page and Registration Closed Page. See Susan Murzyn for 2011 Style Guide

• Creative Design and HTML for Acceptance, Need More Info and Reject email deployments.

• Wish Registry Donation Page II – 11/1-12/31; launch date delayed until 11/11

• Work with the Sears teams to create the API and set up of he Donation Page/Sears Cart Integration• Create and design Landing Page that serves as a destination for Sears community to Donate, see the TV

Commercial, and Read Military Stories, Letters from the Military, Holiday Posts to the Military• Update the HAH Call Center Service Application Research Tool• Handle Customer Inquiry Investigations• Manage and maintain the Acceptance Database Integration with Responsys• Creative Design and HTML for eGift deployments scheduled for 11/23, 12/21 and 1/7/10

41Jan. 16, 2009

Main Function-Responsibilities

Objectives• To build the “Engine” that allows U.S. Military Families to register for the Wish

Registry in a user friendly environment

• To serve as Program Database Manager and provide Sears and Responsys with member information accurately and in a timely fashion

• To create and design a valuable and educational “Destination” for the Sears Community to learn about the program and encourage donations to the Wish Registry.

42Jan. 16, 2009

Sequence of Events

• When was your dept engaged – September 1, 2010

• Was the timing sufficient – Timing to develop and finalize creative was sufficient. Timing was not sufficient to discover and assess the existing technical environment, database build and functionality, QA staging and testing. Changing/Fluid requirements throughout the project created insufficient time to implement solutions appropriately.

• Was the field advised and ready? Teams from the 2009 Heroes at Home Program who were available for this year’s program provided valuable insight as a “starting point”. Many players from last year were not available for this year’s program and a lot time and effort was put forth to determine the right internal resources, their responsibilities and next steps in order to complete the process.

• Had all key stakeholders been in alignment? It took a considerable amount of time to determine the stakeholders, however once all of the stakeholders had been found and requirements were provided and responsibilities assigned, the stakeholders worked very well together, and in many cases, in an expedited fashion.

• Did you have the information needed to do your work? From a technology standpoint, we had limited or in-valid documentation, unknown processes and personnel contact information. From a creative perspective, limited creative was provided and deadlines for approval were not met as required. Get legal to commit to ONE legal advisor through out and pad the milestones

43Jan. 16, 2009

Dept. Milestones -Phase 1 Wish Registry Task Timing Owner

Technical Discovery and Assessment September 1 – September 27, 2010 Centra Marketing & CDW

Phase 1 Wish Registry Application Pages Creative September 13-September 27, 2010 Centra Marketing

Database Build, Application Platform and Functionality/system interface Build

September 7 – September 27, 2010 Centra Marketing

Call Center Research Tool Build September 20 – September 27, 2010 Centra Marketing

Acceptance, Need More Info and Reject email deployment creative and HTML

September 20 – September 27, 2010 Centra Marketing

Original launch Date of Wish Registry Application September 28, 2010 Delayed

Modify Wish Registry Application, Meet Security Requirements and PenTesting

October 7 – October 12, 2010 Security

Launch of the Wish Registry Application October 13, 2010 Centra Marketing

Acceptance, Need More Info Emails Deployed October 18, 22, and 25, 2010 Centra/Responsys

Final Acceptance and Reject Emails Deployed October 28, 2010 Centra/Responsys

44Jan. 16, 2009

Donations Phase 2

Task Timing Owner

API build and interface with Cart check out October 15 – November 1, 2010 Centra and multiple Sears Internal Teams

Creative Direction for Landing Page and Pop Up pages October 15 – November 1, 2010 Centra

Landing Page and Donation Page Launch November 1, 2010 Delayed

Checkout Team/Donation page Integration and Pen testing November 1 – 11, 2010 Centra/ multiple Sears Internal Teams

Launch of the Heroes at Home Destination Page and Donation Page

November 11, 2010 Centra/multiple Sears Internal Team

Creative Direction and HTML for November 23 eGift Deployment and Acceptance List

November 19, 2010 Centra/Responsys

45Jan. 16, 2009

Dept. Milestones - 3 Deploy Gift Cards Task Timing Owner

First eGift Card ($50) deployed November 23, 2010 Centra/Responsys

Second eGift Card (amount TBD) deployed December 21, 201 Centra/Responsys

Third and Final eGift Card (amount TBD) deployed January 7, 2011 Centra/Responsys

46Jan. 16, 2009

Issues

Main concernsExisting Technical Environment• Limited or in-valid Documentation

• Load Balancing and additional services not in place (impacted performance during enrollment) and call center tool functionality

• Application Platform was Java not PHP which is preferred in this type of program

• DOD verification process missing or non-functional

• MySql DB out of date

No Testing/Staging Environment

Security requirements introduced days before Phase I launch date

Sears.com integration (identifying the right internal resources)

Changing/Fluid requirements through the project

Very tight timing to investigate and not enough time to develop effective solutions

Applicants registered with multiple email address which accounted for possible fraudulent applications. Approximately 1700+ applicants were duplicates

Small bumps that could have been avoided… if• Early engagement of Sears Security Team

• Early engagement of the complete line of Sears internal resources

• Allow enough time for the creative and development process

• Meeting Creative Deadline review and approvals

• Maintain proper documentation, processes and personnel contact information

• Engage Sears.com checkout team earlier in the program to ensure proper donation phase integration

47Jan. 16, 2009

Best Practices/Key Learning’s

What worked well and why?• DOD Verification APP. Plan for delayed processing by DOD site. Contact DOD

administrator to see if enhanced integration was available.

• Once the internal teams were defined and the responsibilities were assigned, we worked very well together in an expedited manner.

What can we do to improve next year?• Start planning as early as May 1, 2011

• Define internal Sears teams and roles and responsibilities early into the program

• Adhere to creative, technical and testing deadlines

• Allow for more time to test and QA and troubleshoot

48Jan. 16, 2009

Phase 1 CreativeFAQ PageEntry Page Thank You Page

Acceptance Letter Rejection LetterPending Letter

49Jan. 16, 2009

Phase 2 Creative

View MessagesLanding Page Read the LettersPost A MessageFrantz D’s Story

50Jan. 16, 2009

Phase 2 Creative (cont’d)

11-23 eGift DeploymentDonation Page 12-21 eGift Deployment 1-7 eGift Deployment

51Jan. 16, 2009

Phase 2 Omniture ReportsPage Views Report – Entire Site

Total: 94,913

Page Views Report – Landing Page

Total: 71, 071

Other Page

Views:

52Jan. 16, 2009

Phase 2 Omniture Reports (cont’d)Click-through Report, from Landing Page

FAQ 7,871

Commercial plays 3,427

Donate 2,190

ViewMessage 1,964

military discount 1,822

ReadLetters 1,752

Form Analysis 1,703

Enter for a chance to win 1,275

FranzD Story 728

PaulD Story 726

DinaR Story 693

Print 586

Terms Condition 508

PostMessage 435

We Hire Heroes 388

Donation continue 170

Post message submit 133

Post message submit success 120

Rebuilding Together 100

Donation continue success 87

26,681

53Jan. 16, 2009

Phase 2 Omniture Reports (cont’d)

Total Visits: 39,361

Total Unique Visitors for Phase 2 - 31,566

Time Spent Per Visit