The Sears and Kmart Digital Makeovers: Creating Loyalty Online
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The Sears and Kmart Digital Makeovers: Creating Loyalty Online
- 2. Creating Brand Loyalty Sears and Kmart’s Digital Programs that bring shoppers back
- 3. 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?
- 4. 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.
- 5. Free Web Experience Email out reach Mobile
- 7. FACT: People are more successful with fitness goals when they work out with a buddy. Loyalty Measurement: Increased engagement with Sears as a Fitness Brand and increased number of sales post Fitness Equipment purchase. We’re the workout buddy. 7
- 8. 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
- 10. Mobile wall
- 11. Loyalty Measurement: Increased share of wallet with our toy customers, increased consideration among all toy shoppers and increased engagement. Rico likes Kmart!
- 12. 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.
- 14. Your personal LocalAd has arriv ed Nev er miss a Kmart email. View the web version of this email . Add kmart@value.kmart.com to your address book. VIEW YOUR LOCAL AD appliances bed, bath & home clothing electronics lawn & garden tools clearance s ee all Julia Fitzgerald : MEMBER # 7081032293720603 REDEEM POINTS jewelry clothing s hoes bed & bath for the home beauty electronics s ports & fitness Julia Fitzgerald : MEMBER # 7081032293720603 REDEEM POINTS jewelry clothing s hoes bed & bath for the home beauty electronics s ports & fitness Of f er ends 8/28/12. To redeem in store, print this email and present it at checkout. To Julia Fitzgerald : MEMBER # 7081032293720603 REDEEM POINTS redeem online, enter 9800187026896376 into coupon code f ield at checkout. Loyalty Measurement: Increased customer satisfaction scores, repeat visits, email open rates, and targeted offer redemptions. They know we “get” them.
- 15. Thank You
Editor's Notes
- Introduction + Greeting. Neither Sears nor Kmart initially jump to mind when you think of high-tech brands . However, both of these iconic American retailers are successfullyusing digital initiatives to reach existing and potential customers and create brand loyalty. I’ll share the role of digital and engagement marketing these retailers are using to connect with customer in their Fitness business, their Toys business, and through their Loyalty program. But first, let’s think about some of the very basic questions around brand loyalty?
- Some people would argue that brand loyalty doesn’t exist anymore. And with the rise of the mobile channel any shopper can access the best price on a product and switch to the lowest price solution. True? I have my doubts or you would all be dressed in less expensive outfits today. (Point to someone – “you know you can get something similar for a lot less at Sears. I’m just saying…”) The question to ask is “how do we measure loyalty for our brand?” Is it consecutive purchases? Recommendations and advocacy? A greater share of Wallet? Price inelsaticty? Let me take you through some case studies with Sears and Kmart and show you how we identified loyalty issues, how we matched the issue with customer behavior insights, and then created unique, digital solutions to improve our performance.
- Read Points one & two. Think about it – how often do you need to buy a treadmill or an elliptical machine? On average no more than every 5 years. So how do you get consumers to talk about Sears as a Fitness Expert and how do you keep them using their equipment to reach their fitness goals. (Reveal point #3) and voice it.
- Quickly speak to some of the useful content
- Video plays of the bench press. The content ranges from nutrition pieces by our registered dietitians to exercises and workouts from our certified trainers with detailed with videos so it is ultra clear and super easy for anyone to watch and learn the moves. This is the know-how that compliments the excecise equipment they just bought from Sears. This puts them further on their path to their goal. We also make it easy for members to purchase additional equipment from Sears to optimize the work outs.
- Fit Studio showcases our experts and lets members “team up” with the pros for help. The community allows members to share, friend, and cheer on other members. Everyone can track their own weight and goal progress. Members, “Like” articles and posts, find local fitness events, and share activity on Facebook and Twitter .
- We chose Rico Rodriguez to announce and publicize our list of the 15 hottest toys. We started with an online campaign that was seeded by mom bloggers and social media – both paid and earned. He did a great job of building up interest and excitement leading up to the reveal of the Fab 15. Our shoppers not only like Rico – they follow him and trust his recommendations
- We seeded the Rico and Fab 15 story with bloggers, through digital media, and created fun ways for consumers to interact with the Fab 15 list. They could register to win their favorite Fab 15 daily, and by registering, they were voting for the #1 toy. The short Nutso video was also a fun way to quickly preview the Fab 15 fun67MM impressions to date from Media & Blogger Outreach8 broadcast segments, including: WABC-TV (New York)130 print/online stories, including: TimeOut Kids NY, TIME Kids, and Reuters 22 million Nielsen monthly unique visitors via Blogger Pick-upKmart.com/Fab 15 has had 200% more traffic, 174% more revenue in first 3 weeks vs previous year
- We took theFab 15 campaign and Rico mobile with giant banners in airports and bus stops where shoppers could scan the toys with QR codes and buy them on the go. Our print ad also looked great on an iPad. In the end, we could see that we were securing a larger share of wallet, and Kmart was becoming more relevant to toy shoppers as Rico made it crystal clear that we have all the hot toys!
- Discuss how it works and the other ways Sears and Kmart use the database to deliver great targeted offers.
- These three case studies show how SHC finds the customer insight, and then builds a solution so they have a reason to be loyal. In the end, loyalty is the reward for giving your shippers something that is meaningful to them.