Sears continues transformation into member-centric company

HOFFMAN ESTATES, Ill. — Sears continues focusing on its Shop Your Way loyalty program, following second quarter results for the period ended Aug. 3. Members can increase their reward points by linking up to three eligible Visa credit and debit cards to their accounts.

Members can use their linked cards at any number of Reward Partner merchants, such as Burger King, Popeyes, Louisiana Kitchen, Picture People, Public Storage and 1-800-Flowers.com.

"As students and parents head back to school, they are looking for extra savings and more ways to earn rewards," Sears Holdings EVP and president for marketing, online, pricing and financial services Imran Jooma said. "Shop Your Way Link allows our members to earn points on everyday purchases made with popular restaurants, retailers and service providers, and enjoy a more personalized and rewarding shopping experience with Sears and Kmart."

Sears Holdings has also enlisted singers Adam Levine and Nicki Minaj to offer exclusive messages, photos and videos — as well as insider tips and entertainment and lifestyle news — on ShopYourWay.com.

Cards not eligible for the program include prepaid Visa Buxx, Flexible Spending Account Visa cards, Eletronic Benefits Transfer Visa cards, gift cards and others that are not processed through the Visa U.S.A. payment system.

The move comes shortly after Sears Holding reported second quarter results for the period ended Aug. 3, which Sears Holdings chairman and CEO Eddie Lampert was disappointed in. While revenues and comparable store sales did slip, Lampert did acknowledge the progress the company has made in its transformation to a member-centric company. Shop Your Way members represented more than 65% of the company’s sales and they redeemed rewards points at a significantly higher rate than last year.

The increase in Shop Your Way promotional activity and member redemptions resulted in a meaningful increase in the company’s costs which offset results; however, the company points out that members are deepening their engagement with the program which will facilitate it to further accelerate its transformation.