Sears goes digital for back-to-school push

HOFFMAN ESTATES, IL: Sears Holdings Corporation is using more digital media than ever before for its new back-to-school initiatives.

HOFFMAN ESTATES, IL: Sears Holdings Corporation is using more digital media than ever before for its new back-to-school initiatives.

The company recently launched a new fashion website, www.SearsStyle.com, as well as Mom's Amazing List, which allows mothers to create personalized shopping lists online.

“This year, Sears is focused on reaching moms directly under the theme ‘Make This Year Amazing,' which has been fully integrated across all channels,” said Tom Aiello, division VP of PR for Sears Holdings.

“We are speaking to moms for back-to-school, while simultaneously concentrating on a younger demographic with new and relevant brands, such as American Star,” he added.

By integrating more digital media, Sears is hoping to boost consumer engagement and attract more audiences.

With the SearsStyles site, consumers can read stories about the latest fashion trends while they shop for new contemporary apparel, which Sears brings into its stores every four to six weeks. “Mom's Amazing List” is accessible through the Sears Shop Your Way Rewards Facebook page, where users can get shopping advice based on age and gender and email shopping lists to themselves with a smartphone.

In addition to its online venues, Sears has developed several mobile apps to make shopping easier.

“We know back-to-school can be stressful,” explained Aiello, “and we know moms love their smartphones, which is why Sears offers a wide choice of mobile apps to make shopping simple and convenient for moms on the go, including a Sears mobile app, Kmart mobile app, Sears Personal Shopper, and MyGofer mobile app.”

This season's back-to-school initiative is different from previous years because Sears wants to become more of a fashion destination for moms and young audiences, while creating useful digital functionalities in the process, Aiello said.

In April, Kmart, which is owned by Sears Holdings, hired Alison Brod PR to work on a fashion account, and more recently, Monica Woo was appointed VP and CMO of the company on August 15, where she is overseeing the marketing department and working to improve Sears' digital strategy.

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