Sears and Kmart Turn On Shopper Engagement With New Mobile Platform

Sears Holdings (NASDAQ: SHLD) continues to build out its online and Shop Your Way loyalty program with a new platform that enhances the mobile experience.

Pikato's retail mobile marketing solution personalizes the customer shopping experience to increase consumer engagement and deliver measurable results. Sears and Kmart are the first companies to engage with the Pikato platform and have already seen mobile engagement rates soar 1,100 percent.

Sears is focused on digital sales and the Shop Your Way Program, at the expense of investing in stores, according to critics. During the holiday season, 69 percent of sales came from members as compared to 58 percent last year.

Pikato is a turnkey mobile branded campaign the company says can launch in less than one hour with minimal internal company resources needed.

The platform gathers real-time customer feedback combined with hyperlocal and transactional data to determine the best offers and messages to be delivered. This allows retailers to get immediate feedback from users as they respond to offers and messages in order to influence Pikato's recommendation engine for future decisions and behavior. Shoppers can access the mobile experience in multiple channels including mweb, mobile apps, Android and iOS, in-store WiFi, SMS and iBeacons.
Members and guests can enter the experience and select their preference to start personalizing their shopping experience. A list of personalized and targeted coupons are displayed directly on the users' mobile device. Coupon details are displayed including the barcode and disclaimers.

Members and guests can start interacting with the offers by liking or disliking, sharing in social media with friends and family, loading them to Passbook and creating "geofences" or simply redeeming online or in-store. All the actions taken by the user are leveraged by Pikato's collective intelligence models to personalize the offers and content.

Sears and Kmart are using the platform with the Shop Your Way rewards program, allowing members to access the experience with their phone or email address to enjoy better coupons and discounts. Shoppers have the ability to load offers to their account, so coupons are clip-less as all coupons are associated to the member ID. Guests can also clip their coupons in their smartphones.

"Not only was Pikato able to quickly deliver personalized recommendations across multiple mobile touch points but we have also seen a significant increase in redemption rates of our mobile coupons by leveraging Pikato's Intelligence platform," said Bill Kiss, chief digital officer at Sears Holdings.

Pikato mobile interactions are also designed for customers' locations to be enabled for proximity-based notifications and strategies based in geo-location or iBeacons. Customers engage with the location-based experiences without manual check-in and not only can Pikato arbitrate and score hundreds, even thousands, of offers, it can also manage contact policies. In-store engagements are enabled through QR and barcode scanning of products and signage and can be used to create unique games and interactions while inside the store, bringing together physical and digital marketing vehicles.

For more see:
-This press release

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