Sears, Kmart Expand Shop Your Way Program to Reward Points for Exercise

Now there's another reason to hit the gym and keep that New Year's Resolution to get fit. Sears (Nasdaq: SHLD) and Kmart have expanded their Shop Your Way rewards program to offer points for breaking a sweat.

The new program, called FitStudio, is a free initiative that syncs with fitness apps and devices to track user activity. Members can earn points, discounts, coupons and other bonuses through Shop Your Way that can be redeemed in Sears and Kmart locations. In addition to physical activity, users can earn points through FitStudio by posting progress via social media and competing in online challenges with other members via a leader board.

The launch of FitStudio is part of Sears' bigger effort to turnaround the business after a disappointing third quarter. Sears in November said it would be devoting additional resources to bolster the Shop Your Way program, a member-based community that offers rewards, personalized deals, product reviews and coupons. Shop Your Way members account for around 70 percent of the retailer's sales.

"We are driving this transformation by investing in capabilities to enable members access to the broadest possible assortment of products and services, enhancing our membership benefits associated with Shop Your Way," Edward S. Lampert, Sears Holdings' CEO, said in the company's Q3 earnings report.

For now, only Fitbit and BodyMedia devices, both sold at Sears, can be synched with FitStudio, and users can also track activity with Netpulse-enabled fitness equipment at more than 500 gyms in the U.S. and Canada. Sears is hoping that the new FitStudio website, which also features exercises, workouts, programs, and articles, will encourage shoppers to purchase one of the Fitbit or BodyMedia devices.

"We've seen Fitbit become such a huge product category. Fitness-tracking devices were among the biggest gifts of the holiday season," Sears spokesman Brian Hanover told Chicago Grid. "We feel this program gives that much more incentive to use those devices and apps to be rewarded."

For more see:
-This Chicago Grid article

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