Sears, customer loyalty, mobile and the future of retail

In Customer Experience, Loyalty & CRM, The Mobile Customer by emily

US retail giant Sears is focusing on its customer loyalty programme as part of a drive to boost future sales.

Innovations in mobile technology and an expansion in the places customers can redeem points are part of the plan to get the Shop Your Way members to spend more with the retailer, according to an article in the Chicago Sun-Times.

Shop Your Way customers can already use an app on their iPhones or iPads, but a mobile version is on its way. When they download the app, they are sent details of in-store offers and they can chat with friends who also have the app.

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John Lewis was the first UK retailer to introduce free wi-fi in all its stores. At the moment it is simply letting customers use the service to research products.

However, the potential of mobile for rewarding customer loyalty in a bricks-and-mortar retail environment is huge. Once the customer is in the wi-fi frequency zone, the retailer could send them messages such as welcoming them to the store and promote deals that their data tells them the customer might be interested in.

Which retailers do you think are using mobile in an innovative way to reward loyal customers?