With free online shipping becoming one of the holiday season’s keenest sales propositions, Sears has taken added steps to stay competitive.
First, its newly updated mobile app now allows customers to receive free shipping on any order placed from within a Sears store. The stipulations: The order must be made in-store via the app, and location services must be enabled.
“In 2015 we’ve seen more than a third of our online traffic come from a mobile phone — a 46 percent increase from last year,” said Leena Munjal, senior VP of customer experience and integrated retail for corporate parent Sears Holdings. “Mobile devices are so much a part of our members’ lives and they’re not only researching and sharing, they’re also buying. So it’s more important than ever to have a robust, simple-to-use shopping app with features and services that no other major retailer offers.”
Retailers saw an average 60 percent increase in mobile app use from the Wednesday of Thanksgiving week through Black Friday, according to a study by SimilarWeb, while Custora found that mobile accounted for over a quarter (26.9 percent) of all online orders on Cyber Monday, up from 23 percent last year.
In addition to updating its app, Sears also recently lowered the minimum online basket required to qualify for free shipping, from $49 to $35.
The lower purchase requirement beats Walmart’s $50 free-shipping minimum, but still trails that of Best Buy and Target, which have suspended shipping fees altogether on all orders placed during the holiday selling season.