In an attempt to boost declining sales, Sears is partnering with Uber to promote its loyalty plan. Both riders and drivers will be able to earn points in the Shop Your Way program for trips they make, theoretically incentivizing new enrollments.
Sears earns a ranking of Gifted in both L2’s Digital IQ Index: Big Box and Digital IQ Index: Department Stores, boasting strong omnichannel efforts and comprehensive investments in mobile. Yet profits have failed to materialize amid pressure from e-commerce. Net sales plunged 8.8% in Q2, and the retailer closed nearly 80 stores this year.
Sears has pinned its hopes for a comeback on the loyalty program, which accounted for three-quarters of sales in the first half of 2016. Focusing on rewards is an increasingly common strategy among department stores. Both Nordstrom and Kohl’s, ranked Genius in L2’s study, have prioritized bringing their loyalty programs into the digital age. Still, it remains to be seen if the move can entice shoppers back into stores.
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