Merchant Innovation

Sears Tapping The Power Of Motherly Love And Omnichannel

Mother's Day sales at Sears

Where there's a holiday, there's an opportunity for retailers of every stripe to cash in with well-timed promotions. Fortunately for Sears, which is coming off the heels of a major drawback in its brick-and-mortar footprint, it's come up with a plan to capitalize on Mother's Day while driving omnichannel traffic at the same time.

Sears announced its temporary Mother's Day promotion, which will run from May 3 to 7, and will give last-minute shoppers the chance to win a $5,000 gift card to the department store. All consumers have to do is order online and take advantage of Sears' in-vehicle pickup service to automatically enter - and save themselves the embarrassment of showing up empty handed on Mother's Day.

"Whether you procrastinated or you were caught off guard by the early holiday date, Sears' In-Vehicle Pickup service can rescue you with the easiest way to make sure mom is remembered on her special day," Joelle Maher, president and chief member officer at Sears, said in a statement. "From the chef or fitness enthusiast to the home entertainer or trendsetter, Sears has so many great gift ideas for every mom."

While Sears' brick-and-mortar reputation might be at an all-time low, Chain Store Age pointed out that this newest Mother's Day promotion is just the newest in a long line of innovations Sears has experimented with over the years. Its first click and collect program began 14 years ago, and in a slight tweak of the current on-demand delivery culture, a 2005 program dubbed "Ready in Five" guaranteed shoppers that their online purchases would be ready for pickup within, yes, five minutes of ordering.

All in all, the logistical building blocks seem to be in place for Sears to make some money off Mother's Day procrastinators this weekend.

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