Dive Brief:

• Sears Holdings Corp. is expanding its curbside delivery options to include returns and exchanges as well as pickup.

• Shop Your Way customers — members of the retailer’s free loyalty program — can park in a designated spot and make the transaction, sitting in the car, in five minutes or less. The exchange may require identification so the Sears employee can ensure delivery to or pickup from the right person.

• The five minutes is a real window: The Shop Your Way app starts counting down once the customer signs in for the pickup or return.

Dive Insight:

Sears Holdings Corp., which seems to be struggling mightily overall, is winning accolades for its e-commerce and omnichannel efforts, and this valet-like service is part of that. Shop Your Way customers who use it are telling the company that they appreciate convenience. If Sears can hold on, this aspect of their efforts will probably be a big reason.