Sears, Kmart open their doors for interactive customer communication

Sears Holdings Corp. (SHC) introduced MySears.com and MyKmart.com, two new interactive platforms for customers to communicate with the brands, as well as each other.

Company: Sears Holdings Corp.
Campaign: Launch of MySears.com and MyKmart.com
PR Team: Sears and Euro RSCG Worldwide PR
Duration: May 5-ongoing
Budget: Undisclosed

Sears Holdings Corp. (SHC) introduced MySears.com and MyKmart.com, two new interactive platforms for
customers to communicate with the brands, as well as each other. The campaign around the launch included a focus on digital outreach, which is becoming a major part of Sears' PR strategy.

Strategy
The unveiling of MySears.com and MyKmart.com is a way to build a better dialogue with customers, as well as apply customer feedback to products and services, says Tom Aiello, VP of PR for SHC.

“Overall, our PR strategy is increasingly going into the digital and social media space,” he adds. “As a result of the recession, [customers] are going to do much more research [before they buy]. It's really valuable for us to have that dialogue.”

Tactics
SHC's consumer outreach effort is “a deliberate viral campaign,” Aiello says, based on word-of-mouth and online outreach. “We are putting it out there in different communities, like Facebook and Twitter, and letting it naturally get to the customer.”

In addition, SHC has a page on MySpace and is linking to the new sites via its retail sites for Sears and Kmart. The company is also targeting mommy bloggers, as mothers are a core audience. For industry outreach, SHC is reaching out to bloggers and reporters who cover business.

Results
Within the launch's first week, more than 200,000 people signed up for MySears.com and MyKmart.com. Aiello says the company is already taking the feedback from customers and applying it to the brands.

Future
Sears will continue to promote both of the sites, building them up as more consumers join, says Aiello.

“We are going to get feedback that we're applying on a daily basis,” he notes. “As long as we're doing that, customers [will] appreciate what we're doing and use [the sites] more often.”

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