the sears and kmart digital makeovers: creating loyalty online
TRANSCRIPT
Creating Brand Loyalty
Sears and Kmart’s Digital Programs that bring shoppers back
Brand Loyalty
• Does loyalty still exist?
• How do we measure loyalty in today’s Market?
• Are there new approaches to loyalty in a world of digital shoppers?
Building Loyalty Through Content Marketing
• Issue: Sears is the #1 retailer for fitness equipment, but does not get credit for being a leader in this category
• Insight: When our customers come to buy fitness equipment from Sears, what they really want is a 15 lb lighter version of themselves.
• Solution – provide more than the product – give them expert advice, a range of work outs, and daily encouragement with FitStudio. Then let our customers be our advocates.
Free Web Experience MobileEmail out reach
FACT: People are more successful with fitness goals when they work out with a buddy.
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Loyalty Measurement: Increased engagement with Sears as a Fitness Brand and increased number of sales post Fitness Equipment purchase. We’re the workout buddy.
Building Loyalty Through Digital
• Issue: Moms didn’t think they could find the hot toys at Kmart so they did their holiday toy shopping elsewhere
• Insight: Moms want the exact toys on their kids’ Christmas lists and gift givers want to be told what’s hot for Christmas.
• Solution: Partner with a spokesperson to announce the hottest toy list for the season and make Kmart’s Fab 15 the hot toy destination
Mobile wall
Loyalty Measurement: Increased share of wallet with our toy customers, increased consideration among all toy shoppers and increased engagement. Rico likes Kmart!
Building Loyalty Through Rewards• Issue: Sears merchandises a wide variety of categories. How do
we talk to many diverse target markets so they know we have the perfect product and deal that is meaningful to them?
• Insight: Customers want to know that we “get” them and talk to them about what they like. They also want to be rewarded for shopping with us.
• Solution: Build a best in class Loyalty Program and use the customer information to deliver relevant offers and perks to each person.
Loyalty Measurement: Increased customer satisfaction scores, repeat visits, email open rates, and targeted offer redemptions. They know we “get” them.
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