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.

7

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.

Your personal LocalAd has arriv ed View the web version of this email .

Nev er miss a Kmart email. Add kmart@value.kmart.com to your address book.

jewelry

clothing

shoes

bed & bath

for the home

beauty

electronics

sports & fitness

VIEW YOUR LOCAL AD

appliances

bed, bath & home

clothing

electronics

lawn & garden

tools

clearance

see all

Julia Fitzgerald : MEMBER # 7081032293720603 REDEEM POINTS

Of f er ends 8/28/12. To redeem in store, print this email and present it at checkout. To redeem online, enter 9800187026896376 into coupon code f ield at checkout.

Julia Fitzgerald : MEMBER # 7081032293720603 REDEEM POINTS

jewelry

clothing

shoes

bed & bath

for the home

beauty

electronics

sports & fitness

Julia Fitzgerald : MEMBER # 7081032293720603 REDEEM POINTS

Thank You