Sears/Kmart Deploy ‘Mobile Shopping Walls’ to Drive Sales
It’s been working for Tesco in South Korea. Procter & Gamble has been testing it in Prague. Now, Sears and Kmart are using QR codes to extend beyond their stores and allow consumers the opportunity to buy goods through "mobile shopping walls" in high-traffic places such as airports, bus shelters, malls and movie theaters around the U.S.
With the holiday season approaching, Sears has some of the hottest items from its online Toy Shop on the walls. Kmart is following suits with its Fab 15 toy list.
"We know how important it is to make shopping as convenient as possible, which is why we are bringing the Sears and Kmart shopping experience to places that correspond with our customers’ everyday routines," said Hugo Malan, SVP and president, fitness, sporting goods and toys, for Sears Holdings, in a press release.
"Our mobile shopping walls are not only convenient because of their unexpected locations, but they offer easy shipping options as well," said Julia Fitzgerald, chief digital engagement officer, toys and sporting goods for Sears Holdings. "Our goal is to make holiday shopping so simple that customers can find the perfect gift while they are traveling or going about their daily lives, and have them waiting at their doorstep when they arrive home."
A RetailWire poll in July asked if similar technology to what Sears and Kmart are using would be successful if deployed in the U.S. Sixty-four percent of respondents said it would be "very" or "somewhat successful." Thirty-one percent thought it would be "somewhat" or "very unsuccessful."
- Virtual Shopping Destinations Allow Customers to Make Toy Purchases On-the-Go – Sears Holdings/PRNewswire
- Tesco Takes Virtual Store to Subway Riders in South Korea – RetailWire
- P&G Takes to the Subways to Sell Goods – Advertising Age
Discussion Questions: What do you think of Sears and Kmart deploying “mobile shopping walls” using QR codes in places such as airports, bus shelters, malls and movie theaters? Will we see other retailers and/or brands doing the same in large numbers?