Uber and Sears Collaborate to Create an Unlikely Match Made in Retail Heaven
Sears gets more than its share of bad press these days, but the most fascinating part of retail is the ability to reinvent and reiterate who you are as a brand. Karen Alberg Grossman once said “retailing is a never-ending learning experience from which one never quite graduates”. In this Old-World meets New story, Sears partners with Uber and exemplifies how to build a collaborative relationship in retail.
Shop Your Way® is a division of Sears which offers a free social shopping and rewards program stocking millions of products, personalized services, and advice. Through an extensive network, members can shop thousands of top brands and earn points to use on future purchases. Members also have access to special pricing, sales and digital coupons that can be loaded directly into their account.
Sears has partnered with Uber so riders can earn redeemable points during Uber rides to use online or in-store at Sears. The program launched this fall in New York and Chicago and has gained enough traction that Sears and Uber recently expanded the program 25 more American cities. It’s estimated that in New York and Chicago, over 10,000 riders accumulated $250,000 in points. The number of points one can accumulate is only limited to how much you hitch a ride – a single ride can get you as much as $2 in points to spend.
It may seem like Uber brings all the benefits to this relationship, but that’s not the case. Uber driver-partners also earn points for Sears Auto Centers. With hundreds of locations nationwide, the auto shops are an Uber Preferred Maintenance Provider for drivers, offering exclusive discounts and points. Uber drivers receive 50 percent off oil changes and 30 percent back in points on all labor at the shops.
This partnership literally brings foot traffic to Sears stores and creates a new value proposition for Uber users and Sears consumers alike. All in all, a great (and unlikely) partnership that seems to be revving into overdrive!