Sears, Kmart launch digital, local advertising program

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Sears Holdings Corp. launched a digital advertising program on Oct. 26 that will offer consumers weekly circulars for hundreds of Sears and Kmart stores nationwide, said Tom Aiello, VP of public relations at Sears Holdings.

The LocalAd program offers information on local stores, available products and current sales. Consumers can view current ads on SearsLocalAd.com and KmartLocalAd.com.

“People over the years have grown to love to shop through circulars,” said Aiello. “This program allows somebody to have the experience based on the way they prefer to shop. It gives you the benefit of finding sales items in your local store that wouldn't launch in circulars nationally.”

Shop Your Way Rewards members will be able to see the local ads one week in advance of general consumers. They will be able to collect rewards points on all purchases made from the LocalAd program.

Aiello said Sears Holdings designed the program in-house.

To promote the program, Sears Holdings will launch a marketing campaign that includes traditional media, digital ads, search ads, emails and social media placements, Aiello said.

“The hyper-local approach is where customers are telling us to go,” he said. “The local approach will manifest in many different ways. The local model and mobile offerings allow you to drill down specifically to your store. Customers don't want to pay for shipping and they don't want to wait.”

Sears Holdings named Monica Woo VP and CMO in August.

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