Morgan Stanley Dean Witter: It Pays To Discover campaign

Rebecca Stanfel

Sears, Roebuck & Co. inaugurated an advertising campaign in 1988 in an effort to convince consumers to use its recently launched Discover credit card.

Morgan Stanley Dean Witter: It Pays To Discover campaign

Rebecca Stanfel

Overview

Sears, Roebuck & Co. inaugurated an advertising campaign in 1988 in an effort to convince consumers to use its recently launched Discover credit card. When the company introduced the Discover card in 1986, it had issued millions of cards to its built-in base of Sears's customers who had in-store charge accounts. But while this strategy deposited Discover cards into a substantial number of consumers' wallets, most cardholders did not routinely use Discover to make purchases. Moreover, many merchants did not accept Discover cards. After suffering two years of...

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