Kmart is enhancing the on-the-go shopping experience by enabling mobile users to reserve items online via their smartphone and pay in-store.

The Pay in Store option gives shoppers the ability to reserve items online and pay at their local Kmart store using either cash or check as well as credit, debit or gift cards. Shoppers can also pick up an item onsite if it is available.

“Pay in Store is yet another integrated retail innovation that Kmart is providing to make the shopping experience convenient and rewarding for our members and customers,” said Imran Jooma, executive vice president and president of marketing, online and financial services at Sears Holdings, Hoffman Estates, IL.

“The new feature is currently available online, with a mobile version available soon to further enhance the on-the-go shopping experience,” he said. “Members will be able to reserve items on their phone and then efficiently purchase and take them home from their local Kmart store.”

Omnichannel experiences
Pay in Store is an example of how Kmart is focusing on providing a seamless and integrated shopping experience across all of the channels it operates in: online, mobile and bricks-and-mortar stores. The service will be available in both Kmart’s mobile apps and on its mobile site later this year.

Such omnichannel experiences are increasingly important for bricks-and-mortar retailers as mobile use grows, making it easy for consumers to switch back and forth between physical and digital shopping.

When shoppers reach the payment screen at Kmart.com they can choose the Pay in Store option to reserve items for 48 hours.

Shoppers can reserve items online and pay in their local store later

Within minutes shoppers receive a confirmation email and can head to the store. At the register in the store, shoppers present their email confirmation, order number or phone number and pay with their preferred method.

Beginning in August, customers will be able to pay with Shop Your Way points for orders placed via Pay in Store.

If the order is a same-day Free Store Pickup order, the shopper picks up the order immediately. If the shopper selected ship-to-home, the order is approved after payment and often arrives within two business days.

Not all products are eligible for the Pay in Store option.

Mobile is critical
Pay in Store launched this month in all Kmart stores nationwide. This feature gives members and customers that do not use credit cards access to thousands of items at Kmart.com, which includes categories such as home, fitness and sports, beauty and health, clothing, music, movies and gaming.

Kmart is getting the word out about Pay in Store on the Kmart.com and ShopYourWay.com Web sites as well as via social media and email.

“Mobile is a critical component to our integrated retail strategy,” Mr. Jooma said.

“As a leading mobile retailer, Sears Holdings, which includes Sears and Kmart, continues to launch new mobile and tablet capabilities that enhance our members’ and customers’ shopping experiences, including personalized ecoupons, mobile checkout in stores, mobile layaway payments and a mobile social experience on the Shop Your Way app, among others,” he said.

Final Take
Chantal Tode is associate editor on Mobile Commerce Daily, New York