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Sears, Kmart fuel Cyber Monday sales with mobile at the forefrontBy Rimma Kats
Both companies have been investing in integrated shopping options to bridge in-store, online and mobile experiences together. This year, more than ever, consumers will increasingly turn to their mobile devices to make purchases and price compare.
“Sears has been investing in integrated retail for some time now,” said Imran Jooma, executive vice president of marketing, online and financial services at Sears Holdings, Hoffman Estates, IL.
“Today’s shoppers are increasingly traveling between channels as they gather information and shop, which is why we’ll continue to offer our customers and members a fully-integrated shopping experience for Cyber Monday that seamlessly brings the in-store, online and mobile experiences together through mobile apps and in-store,” he said.
“Today, about half of the online business at Sears and Kmart now includes interactions with another channel, such as the popular buy online, pickup in store feature that guarantees select items purchased online will be ready in five minutes or less at all Sears locations.”
Consumers can browse deals via their smartphones and tablets. Both Sears and Kmart are also offering free shipping on orders more than $49.
Currently, about half of the online business at Sears and Kmart now includes interactions with another channel.
With that Sears and Kmart have rolled out new mobile apps, which lets shoppers check to see if an item they want is in stock at local stores for same day pick-up.
There is also the layaway option that lets consumers put items on layaway in-store and pay off their layaway contract using their mobile device.
“A variety of new capabilities including capabilities powered by mygofer will empower people to shop for anything, anywhere, anytime and allow them the convenience of faster and more affordable on-time delivery,” Mr. Jooma said. ”And furthermore, Shop Your Way Rewards members can receive additional benefits this holiday season to make their shopping experience even more rewarding.”
Shop your way
Sears and Kmart have a Shop Your Way program that lets members access deals and discounts. The program is not only available through its online and mobile shopping channels, but also through a social shopping experience.
Shop Your Way offers consumers rewards, daily sweepstakes and personalized deals that create an overall customized experience, which is now responsible for driving more than half of Sears’ and Kmart’s business.
Through the Shop Your Way mobile app, members will be notified of exclusive holiday savings, including Cyber Monday deals and receive coupons that they can access and bring to the store.
New this holiday season, Sears and Kmart are also letting members return or exchange an item without a receipt through the Shop Your Way program.
Sears Holdings is using a variety of traditional and non-traditional methods to reach our customers and Shop Your Way members including in-store, via circulars and emails, social media and Twitter parties and exclusive notifications through mobile apps.
“We understand that our customers and members are busy and on-the-go, so we want to reach them wherever they are,” Mr Jooma said. “Mobile is absolutely integral this holiday season.
“As a leading mobile retailer, our relentless focus on integrated experiences enables us to offer superior conveniences for our Sears and Kmart customers, such as the buy online, pickup in-store feature, guaranteed to be ready in five minutes,” he said. “Plus you can text us when you get to the store, and we will bring the product to your car.
“Sears Holdings doesn’t view mobile as a standalone initiative, but as a key element of our broader integrated experience, because that’s how our members and customers shop.”
Rimma Kats is associate editor on Mobile Commerce Daily, New York
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