Kmart app seeks attention from mobile shoppers

Kmart is adding new features to its app aimed at holiday shoppers, including real-time, opt-in push notifications of exclusive online Bluelight Specials. Notifications will include product details and allow direct purchase from the app.

In addition, app users will receive exclusive in-store coupons every Friday, and also be able to pick up online purchases for free in-store. Further extending omnichannel capabilities, Kmart is also letting app users reserve items online, pay in store and then bring or have products shipped home. And a new Layway and Go feature lets customers scan products from the app and automatically add them to a layaway list.

Furthermore, a mobile coupon center lets members of the Shop Your Way loyalty program load applicable coupons to their account. Coupons will automatically get applied at checkout – through the app, online or in-store.

"Mobile continues to play an important role in the shopping mix. In fact, mobile's share of our online sales has increased 100 percent year-over-year," said Leena Munjal, senior VP, customer experience and integrated retail at Sears Holdings. "We've added features and updates to our mobile app, making it easier than ever for our members to shop, earn points and get the best deals online, in-store or through their smartphones."

A recent NRF survey found that 22% of shoppers plan to purchase on mobile during the season. In addition, 38% said they'll be using smartphones to research purchases, and 20% will use them to look up product availability in store.

Kmart is leveraging its app to make it easier for consumers to perform all of these different mobile functions for their holiday shopping, and keeping the store at the center of its omnichannel holiday experience.