Sears Holdings launches customizable ad server

HOFFMAN ESTATES, Ill. Sears Holdings announced the launch of AdYourWay (www.Sears.com/AdYourWay), a new shopping tool that gets to know customers and personalizes the shopping offers that they receive.

"We're living in a customer-controlled retail environment and it is imperative that we continue to reinvent the company through technology and innovation to improve our relevance with our customers," said David Friedman, SVP and president marketing for Sears Holdings. "AdYourWay is a unique shopping tool that puts control back into the hands of our customers, allowing them to manage and organize both the products and the offers that interest them."

From a single personalized page on Sears.com, and soon to come to Kmart.com, AdYourWay allows customers to receive personalized product recommendations based on previous purchases and product searches, the company reported. Once a customer is logged into Sears.com or Kmart.com, AdYourWay technology works to provide customers with deals and offers on products of interest and those that are relevant to their lifestyle.

"We're turning traditional advertising on its head with AdYourWay," said Friedman. "AdYourWay improves the lives of our customers and is an expansion of Sears' online capabilities that help serve as the foundation for strong connections with them now and into the future."