Customer survey shapes Sears Father's Day gift list

HOFFMAN ESTATES, Ill.— Sears announced that it has created a list of perfect Father's Day gifts with the help of its mySears community and Facebook fans. The company polled its consumers and yielded more than 700 responses to determine the ultimate "Gift Guy'd," the company reported.

"We need and want to hear what our customers have to say and are always looking for new ways to enhance their shopping experience," said David Friedman, SVP and president marketing for Sears Holdings. "And following our Father's Day poll, we've learned that dads' ideas of the perfect gift are clearly different than what we might have expected."

According to the Sears poll, 99% of dad respondents plan to buy a Father's Day gift this year, 43%said "organizing the tool shed" was the top choice of activity for an ideal Father's Day, and half of those who completed the questionnaire selected "new tools" as the top choice for "perfect Father's Day gift."

"With Sears' Gift Guy'd, consumers should never again have to struggle to find the right gift for Dad on Father's Day," said Friedman. "With our innovative e-commerce solution, we've given Sears customers another tool to make shopping as easy as possible."