Digital Receipt Rollout
In 2011, Sears was striving to better align their digital and in-store experiences. First on the roadmap was to create a more seamless integration of online and in-store purchases. This posed a unique set of challenges, the first being merging the technical architectures to support communication between the point-of-sale systems and the online experience. Further, it created a unique design challenge: Creating an experience that carries across channels while both maintaining consistency and supporting customer expectation.
In 2011, Sears was striving to better align their digital and in-store experiences. First on the roadmap was to create a more seamless integration of online and in-store purchases. This posed a unique set of challenges, the first being merging the technical architectures to support communication between the point-of-sale systems and the online experience. Further, it created a unique design challenge: Creating an experience that carries across channels while both maintaining consistency and supporting customer expectation.
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Omni-channel Experiences
Our first step was to develop an understanding of the existing system processes that support the online and in-store channels. Research and interviews with actual customers helped us develop an experience model that would become the foundation for defining our approach. This experience model helped define the key opportunity spaces for eReceipt integration and would be used as a guide as we moved into the design phase. Rollout and Reception Primary emphasis was placed on merging the in-store purchases into the online order system and improving Customer Satisfaction ratings related to in-store purchases. Additionally, the incorporation of relevant coupons and special promotions into the eReceipt saw a significant lift in redemption compared to similar in-store coupons. |
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