Kmart Touts 'Shop Your Way' Loyalty Program

Kmart has been steadily increasing its emphasis on the "Shop Your Way" loyalty card program that Sears Holdings' launched in November 2009 by highlighting rewards offers in circulars.Cardholders earn 1.0% back on most purchases, as well as bonus rewards (such as double or triple points or designated cash values) with select products. The rewards can be used for future purchases at Sears Holdings' Kmart, Sears, Lands End, The Great Indoors and mygofer stores. Ceiling signs and circular features promote the program at Kmart. (See Image at right.)Recent Shop Your Way rewards offers included: $2 with purchase of a gas can and one pint of Shell Oil Products' Pennzoil; $15 in select Easter candy from Mars Inc., Hershey Co. and Nestlé and four select SKUs from Kellogg Co. $3 with purchase of two SKUs from PepsiCo's Frito-Lay; any $15 cosmetics buy; $20 in select products from L'Oreal's Maybelline, Milani, Conair or Unilever's Vaseline and Suave; and $20 worth of Clorox Co. and SC Johnson brands. $5 with purchase of five select products, including SKUs from P&G's Tide, Downy, Febreze, Bounce and Bounty or Kimberly-Clark's Huggies, Scott and Cottonelle; or bulk purchases of Castrol Ltd.'s Castrol motor oil. $5 with $50 purchase of Easter candy, apparel and other select merchandise; private-label Essential Home bedding or bath products; or any $50 purchase. $25 with purchase of $249 in fitness equipment and $50 with a $400-plus purchase of a private-label Jaclyn Smith balcony or dining set.The chain also dangled $10 off a future receipt with loyalty-card purchase of $35 in P&G products.Double rewards were recently offered with purchase of Valentine's Day-related items such as Whitman's or Hershey's chocolates and select fragrances; and select SKUs from K-C, Kellogg, P&G, Alberto Culver, Colgate-Palmolive, PepsiCo, General Mills, Nestlé, Mars Inc. and private-label American Fare.Triple rewards were offered with purchase of private-label Route 66 men's jeans; all bikes and accessories; ConAgra Foods' Chef Boyardee and David sunflower seeds, Kraft macaroni and cheese, Coca-Cola Co.'s Vitaminwater and other packaged goods.CircularsThe chain has been running a bevy of promotions providing free product or discounts with video game purchases. Offers included Starz/Anchor Bay's Dante's Inferno on DVD for $4.99 ($10 off) with purchase of the corresponding game for $59.99; a free God of War collection from Sony Computer Entertainment with purchase of the manufacturer's PlayStation 3 game system; $30 off a Microsoft Xbox Elite system and two select accessories; a coupon at checkout for $20 off Ubisoft's Tom Clancy's Splinter Cell: Conviction with purchase of an Xbox Live subscription; and Ubisoft's Assassin's Creed 2 for 50% off with purchase of Splinter Cell: Conviction.Additionally, shoppers recently received a $25 store card with purchase of a Nintendo Wii system, a $25 Nintendo online gaming coupon with purchase of a Nintendo DSI system and select game, a $10 Sony gaming coupon with purchase of select PlayStation 3 titles, and a $50 Microsoft gaming coupon at checkout with purchase of an Xbox 360 Elite system.In other recent activity, Kmart offered: in-store coupons for $1 off the purchase of three American Greetings cards, $1 off a package of Kraft's Oreos, PepsiCo two-liter bottles for 77 cents, and a 12-pack of Georgia-Pacific's Angel Soft for $4.49. $15 off Microsoft Corp.'s Halo: Reach video game with purchase of Halo: Legends on home video. Consumers were also directed online to read reviews of Halo: Reach. low-cost Valentine's Day ideas, and a chance for consumers to share their own ideas on its "Smart Shoppers Unite" website. (See "Kmart Field Report: Jan. 28, 2010" in Related Articles.) a $10 store gift card with purchase of four bags of Hershey Co.'s Pieces candy. 30% off a 12-pack of American Fare bottled water with purchase of private-label Athletech shoes. $1 off boxed chocolates with purchase of one dozen roses for $19.99 from Feb. 7-13. a free tub of K-C's Huggies wipes with purchase of $20 worth of Huggies, Goodnights or Pull-Ups product. a free 60-count pack of Kodak photo paper with purchase of a Kodak printer or ink refills. a free Barbie beach backpack, towel and flying disc with purchase of $14.99 in Barbie products from Mattel. a free package of Hershey's Reese's peanut butter Easter eggs with purchase of Classic Media's Here Comes Peter Cottontail on home video. a free poster with purchase of Twentieth Century Fox's Avatar on home video. The feature directed consumers to an online circular "bonus page" for additional offers, including 50% off licensed Mattel toys with purchase of the video from April 22 to May 1, and a $25 mail-in rebate on the combined purchase of the video and select Panasonic Blu-ray players from April 22-24. $15 off a future video with purchase of Fox's Avatar video game. a free poster with purchase of Taylor Swift's Fearless CD from Big Machine Records. a free SKU of Clorox Co.'s Green Works with purchase of the manufacturer's Brita or Burt's Bees brands, and a free bottle of Clorox's KC Masterpiece with purchase of its Kingsford or Match Light brands. 50 cents off on the combined purchase of two king-size Hershey candy bars and a two-liter bottle of Dr Pepper Snapple Group's Dr Pepper. a free copy of HarperCollins' Daring Book for Girls - Things To Do by Andrea Buchanan and Miriam Peskowitz with purchase of Majesco Entertainment's The Daring Game for Girls video game. $5 off the purchase of Universal Studios' Mamma Mia! or Baby Mama on home video with purchase of It's Complicated, which was released April 27. a coupon for $2 off the purchase of three products from Hartz Mountain Corp.'s Hartz UltraGuard. a free Mother's Day Mylar balloon with purchase of three Hershey's Bliss SKUs.

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