Sears (NASDAQ: SHLD) has made significant investments in growing its Shop Your Way rewards program, and is now seeing a payoff – particularly from its mobile shoppers.
Shop Your Way members account for around 70 percent of the retailer's sales, and mobile is a big part of that. Sears' mobile members engage with the retailer at a significantly higher rate than its loyalty customers shopping in-stores or from desktops, Mobile Commerce Daily reported.
"If you look at the Shop Your Way rewards program and the mobile audience in terms of how many times they go back to the store, or transact online or on mobile, they are a lot higher than a regular customer just going online or to the store," Andy Chu, divisional vice president of mobile and community experiences at Sears Holdings, told Mobile Commerce Daily.
"Mobile is one of the core pillars. As we have been talking about being the leading integrated retailer, mobile crosses everything that our customers do, online, in store or on the phone," Chu added.
One way that Sears is leveraging mobile is allowing Shop Your Way members who have placed an order online for pick-up in the store to have the order delivered to their car.
When members arrive in the parking lot, they can go to the Sears or Shop Your Way app and inform the store of their arrival as well as provide their vehicle information. A store associate then brings the order to their car in five minutes, Mobile Commerce Daily reported.
Sears is also offering mobile gift cards and the ability to redeem coupons in-store from a mobile device and to make payments on a layaway contract from a smartphone.
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