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ShopYourWay enlists YouTube celebs as ‘curators of cool’


ShopYourWay, the digital loyalty, marketing and shopping platform of Sears and Kmart, has enlisted YouTube celebrities Ricky Dillon and Jenn McCallister to be “curators of cool” for the site.

Dillon and McCalister collaborated with Shop Your Way to deliver their first semester fashion picks, creating catalogs members can like, follow and share. They have nearly 10 million fans combined on social media networks such as YouTube, Instagram and Twitter.

The site also offers information on how to stay organized throughout the school year, tips to prepare for the colder months ahead, and a how-to guide to help find the right tablet now that classes have started. The site's social shopping features let members access personal shoppers and crowd-sourced advice, as well as curate their own product pages, rate products, create wish lists, conduct polls and engage with celebrities.

"Social shopping enables an entirely new level of involvement and experience as peers can save, share and talk about products," said Eric Jaffe, SVP, Shop Your Way. "We know it's important to get the right looks and see what others are wearing, so Shop Your Way has partnered with two teen social media stars as our 'curators of cool.'"

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