Fashionable new product assortments and innovative customers conveniences supported by clever marketing are being used by Sears and Kmart to entice parents and students this back-to-school season.
In addition to introducing a fashion line designed in collaboration with Seventeen Magazine, Sears is making its store pickup feature more available at every Kmart in the U.S. The feature allows shoppers to pick up clothes purchased online at the nearest store. Sears also introduced free In-Vehicle Pickup for online purchases — guaranteed in five minutes — so parents can shop online anytime and have their items brought to their car when they arrive at the store.
To prep students, the company has produced a video series, “Back to School, Back to Wha?!” that highlights styles from its house brands like Canyon River Blues.
Parents will be able to utilize the store’s shopyourway.com features, which include personalized advice from employees and other parents. The service also has a personal shopper that parents can consult for advice on Sears products.
"We recognize this season can be a busy time for mom — as she gets her kids ready for school and resets the routine for the entire household," Sears EVP Imran Jooma said. "Sears makes it easier, fun and affordable with everything she needs to start things off right."