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Sears and Kmart might not instantly spring to mind when you think "high-tech." But the retailers, both owned by Sears Holdings Corp., are at the forefront of digital marketing innovation when it comes to building brand loyalty. At the helm of these efforts is Julia Fitzgerald, the company's chief digital engagement officer.
A clever combination of digital tactics and content marketing is at the heart of the company's recent successes, according to Fitzgerald. For example, in order to boost sales across all fitness products, Sears created FitStudio, a content portal and community designed to help customers meet their fitness goals by offering workouts, nutritional information, and other resources. Users are emailed daily workouts, can chat with other community members, and browse fitness-related articles.
On the Kmart side, the brand wanted to remind moms that they can find the hottest toys in its stores. To do this, it developed a branded toy list called the "Fab 15," which predicts the season's hottest toys. The initiative was so successful that the online teaser alone garnered 67 million impressions. Thus, Fitzgerald and her team succeeded in placing Kmart's name next to the hottest toys and positioning the brand as a resource for shoppers who didn't know what to purchase.
Fitzgerald joined Sears in 2009 as CMO of the company's toys, seasonal, and outdoor living divisions. She assumed the role of chief digital engagement officer in October 2011.
Prior to Sears, Fitzgerald spent seven years as SVP of marketing at VTech Electronics, a global toy company specializing in learning products. Before that, she was vice president of marketing at Hedstrom Toys.
You can follow Fitzgerald on Twitter at @mamasaysso1.
Starcom MediaVest Group
The editorial team at iMedia Connection is proud to present the iMedia 25 Class of 2012, compiled with the help of our 2011 honorees and our community of digital industry professionals. This list recognizes the accomplishments of key influencers in interactive marketing, who not only excel in their own business roles but are also able to execute on innovative ideas, share them with peers and consumers, and push this vital field to new levels of success and significance.
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