2011 COLLOQUY Loyalty Awards
Sears
Award: Master of Enterprise Loyalty (Global)
Initiative: Shop Your Way Rewards
Sears Holdings Corporation (SHC) is the 4th largest U.S. retailer with several shopping portals and over 4,000 shopping locations across the U.S.
Though SHC was enjoying great brand recognition including Sears, Kmart, Lands End, Craftsman, Kenmore and DieHard, what it lacked was customer recognition. At least that's what research conducted in 2008 indicated. Their best customers didn't know they were best customers... a risky situation in a love them or lose them retail environment. Their customers sought recognition, and SHC saw a big opportunity.
The solution was 3 years in the making, which included programming that would capture, analyze, and report on customer activity at an individual level, across all 4,000 locations. The ensuing information would enable Sears to provide the differential treatment and personalized attention their best customers deserved. Members now enjoy elite status with "cardless" membership - earning and redeeming without carrying or entering a number. Earnings are displayed real-time and on each in-store receipt; and members can redeem instantly, any time, any amount with no vesting period or redemption tiers.
Results: Sears achieved an active member base in the 8 digits, exceeding the projected 36 month membership target in 17 months. Member spend is now identifiable, enabling SHC to understand member purchase history, leading to more relevant and targeted communications and offers. And just as anticipated, members shop more often and spend more per transaction than non-members.
See Sears's award entry.
See COLLOQUY's September 2011 issue for more on 2011 COLLOQUY Loyalty Award winners and finalists.
