Sears and K-Mart Detail mPayments Strategy

“Mobile payments must start with the consumer.” It seems to be the theme these days among merchants. PYMNTS.com heard it a couple months ago from Chuck Davidson, one of the innovators behind Starbucks’ mobile payment solution. And it was the motto again today for Michael Murray, Sears Holding CMO for online.

Murray during the Mobile Commerce Daily webinar March 31 gave an overview of how mobile has been integrated into the multichannel approach of Sears, who is the parent company for Kmart, Kenmore, MyGofer, Lands’ End and several other brands. He stressed that Sears got into the mobile space because their customers emphasized their interest in purchasing across this channel. With more than 3,900 Sears locations, Murray explained that the mobile channel is a key component of the company’s goal to help consumers locate products of interest in their own communities.   

“Mobile devices help us deliver on information, purchase and letting our customers see and share,” said Murray.

Sears emphasized efficiency and connection speed in designing its mobile Web and apps, including aspects related to the payment process. Murray stressed that Sears’ mobile offerings focus on creating an easy transition for consumers to buy products they were just browsing. Though Murray wouldn’t provide specific statistics, he stated that many Sears customers make purchases on mobile devices and then select the in-store pickup option.

“We actually participate and build mobile capabilities into a lot of different spaces,” said Murray, referencing that Sears has integrated mobile into its in-store and online shopping experiences as well.

However, Sears does not view mobile as a replacement but as complement to its other channels. Murray called Sears “agnostic to platforms,” including iPads and tablets, and that the company would explore any channel consumers indicated brought value to their retail experience. 

“We’re looking for consumers who want to make a connection with the Sears brand and has a mobile device in their hand,” said Murray with regards to the company’s target mobile retail audience. “Whether they have an Android or iPhone is not important to us.”

Murray reiterated that Sears follows five steps with regards to customizing the shopping experience for its consumers:

 

1) Help the consumer understand the product

2) Inform the consumer about the product

3) Help the consumer locate the product

4) Facilitate the consumer’s purchase of the product

5) Give consumers the tools to share information about their purchase

“If this [mobile] channel can help us facilitate those activities, good things will come from it,” concluded Murray.