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Webinar on March 31: How Sears and Kmart integrate mobile in a multichannel contextBy
Sears Holdings, parent to the Sears and Kmart department store brands, has been focused in recent years on helping customers shop with ease and comfort offline, online and now on mobile.
In this hour-long webinar on Thursday, March 31 at 2 p.m. to 3 p.m. ET with Michael Murray, chief marketing officer of Sears Holdings’ online business unit, he will discuss the retailer’s mobile strategy for the Sears and Kmart brands, which are among the nation’s leading department store chains. This webinar is part of a continuing series to highlight mobile stalwarts, strategy and best practice.
“Sears Holdings was among the early retail companies foraying into mobile when its peers and rivals were still sitting on the fence,” said Mickey Alam Khan, editor in chief of Mobile Marketer and Mobile Commerce Daily, New York.
“This webinar is designed to offer insight into Sears Holdings’ thinking and strategic approach to mobile as consumers flex their muscles in terms of time and place of shopping, searching, comparing and buying,” he said. “To not have a mobile site and an application, at the minimum, is sign of a retailer not acknowledging today’s reality of a highly empowered consumer.”
Indeed, the arrival of mobile is yet another manifestation of how the Sears department store division is evolving the interactive shopping experience, letting customers shop how they want, when they want.
By the book
This past holiday season, recipients of the traditional Sears Wish Book could find QR (Quick Reader) bar codes throughout the catalog which could be scanned by their mobile device to view more information on items through videos and product pages, reviews or even share and buy right then and there through the mobile site.
Beyond the holiday shopping season, Sears encourages customers to take full advantage of all of the Sears Holdings applications, including Sears2go, Kmart2go, Sears Personal Shopper, mygofer2go and ManageMyLife.
To promote the apps, Sears is reaching out to customers via various social mediums, finding and connecting with them where they work and play, be it on Twitter or Facebook.
Similar mobile efforts have been rolled out for Kmart, as well.
In this webinar, Sears Holdings’ Mr. Murray will discuss:
Sears Holdings’ overall view of mobile and where it fits in the multichannel context
How mobile helps Sears and Kmart reach out to customers in the new shopping paradigm
Who are the Sears and Kmart mobile shoppers and are they different from the store or online customer
A deep dive into Sears’ mobile strategy and tactics
A deep dive into Kmart’s mobile strategy and tactics
Opportunities to broaden the customer base
Overcoming challenges and what marketers and retailers can learn
Five best-practice tips
Sears’ Mr. Murray will take questions from the audience during the presentation. Mr. Alam Khan will moderate.
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