Retailers shift their ad spending from TV, radio and print ads to digital ads.
Sears.com is showing shoppers personalized pages with ads just for them.
A major mass merchant is making a play to get more personal with consumers. Sears.com today introduced a feature designed to personalize shopping on Sears.com and, soon, Kmart.com.
To access the AdYourWay feature, customers log in to their accounts where they can view a page customized for each individual based on her previous purchases and product searches on the site.
From that page, shoppers also can select items that interest them and set up e-mail alerts for price drops. Consumers can enter the price they want to pay for the item, how often they want to be notified of price changes, view all the products they are following and manage alerts via the page, Sears says.
"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," says David Friedman, senior vice president and president, marketing, Sears Holdings Corp. "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."
Sears. No. 8 in the Internet Retailer Top 500 Guide, also is making changes in digital and mobile advertising.
The retailer soon will start delivering ads via Apple Inc.’s iPhone and iPod Touch though Apple’s iAd mobile advertising network. It’s also using AdKeeper, a service that gives consumers the ability to save online ads to view later. The service enables consumers who are busy doing something else, such as looking at the weather forecast or checking a flight, to click a button and send an ad to a private web page. Shoppers can then access, review, sort and share all their AdKeeper ads from one hub at their leisure.
Sears has been making significant changes to its web strategy lately. Earlier this month, both Sears.com and Kmart.com unveiled new logos for their web sites. Sears.com also made major changes to its site, adding more user-generated content. For example, the right column of every category page on Sears.com now features top-rated products for the category, related discussions from the MySears community and related services available from the Sears Blue Crew, which provides household and product repair services, and product manuals.
The new Sears site also enables shoppers to customize how they view products on category pages and how they view search results, such as by brand or rating. Shoppers can choose to shop from Kmart.com, Sears.com or outside merchants that sell through the Sears Marketplace.
In conjunction with site changes, Sears announced a beta version of Shop Social, a microsite where consumers can create a profile, follow other shoppers and access ratings and reviews.