• by Dianna Dilworth , Staff Writer, June 8, 2015

Sears Holdings is using email as the central path to identify and customers and move from a siloed to a synchronized approach to marketing. In a keynote at the Email Insider Summit today, Ryan Deutsch, DVP, Digital Addressable Marketing, at Sears Holding Corporation, explained how the retailer uses frameworks to created a targeted marketing experience.

At the core of the brand's marketing strategy is a framework which is used to "recognize, remember, relate and recommend." Sears uses these factors to communicate with customers across touch points. The brand uses its Shop Your Way rewards program as the cornerstone to capture data and use it to profile customers. This platform recognize customers so that as soon as a customer is recognized, the brand can begin to relate to them using real-time scoring which spits out information that can be used to communicated as "value added information" to share with customers and make recommendations.