Dive Brief:
-
Sears Holding Corp.’s Shop Your Way members served up almost 75% of Sears and Kmart Q1 sales, an increase from 68% last year.
-
The engagement is a record for the company, which has been suffering from dismal performance and closing stores.
-
The discounts afforded to Shop Your Way customers, who don’t pay a membership fee, cut into the company’s margins, but the retailer said it will be making changes to its rewards points program to help mitigate that.
Dive Insight:
The Sears Shop Your Way program may be an excellent example of how a retailer can personalize offers and engage its best customers. It’s unclear, however, how much the successful program can help the company’s overall falling fortunes.