Kmart is driving traffic to its in-store locations via a new mobile initiative that rewards consumers when they complete interactive challenges.

The company partnered with Scvngr on the mobile program. Consumers can compete in challenges to unlock rewards and discounts.

?The strategy behind this integration is simple ? it?s to benefit our customers,? said Imran Jooma, president of ecommerce at Sears Holdings. ?At Kmart, we want customers to shop for top quality items at reasonable prices and today?s mobile technology is another way we can deliver deals to customers beyond simply listing items.

?Our customers will continue to be at the center of what we develop and create online,? he said. ?We are listening to and acting on what they say and as a result, are building digital solutions, features and functionalities that make life easier for them. 

?Our integrated shopping experience revolves around customers and empowers them to manage their lives by providing them with unique services, expanded selections and the best prices.?

Scvngr is a free location-based game and gaming platform. People play Scvngr via iPhone and Android wherever they go to check-in, complete other challenges, earn points and unlock rewards, all with the ability to share their activity with their friends on Facebook and Twitter.

Rewarding challenges
Kmart is rewarding consumers with different products such as free Joe Boxer pillows, 15 percent of home purchases and 25 percent off a single home item.

Consumers can compete in several challenges including the "Paper Toss" where they have to find a waste basket that will sit next to their desk and take a picture of them tossing a crumpled paper ball into it.

There is also the "Beep Beep Beep" challenge that encourages users to snap a photo of the alarm clock that is sure to wake them up.

Consumers can also compete in the "Campus 2011" challenge by grabbing a laundry basket or storage tote and fill it with other dorm items that would go with their favorite comforter and take a picture.

In addition, there is the "To School, I?d Bring" challenge that lets users bring only one item with them to school and what it would be and why.

?We know all customers do not shop the same and by giving them different ways to shop, we constantly innovate and create experiences and options to fit our customers? need,? Mr. Jooma said. ?As we can't name future efforts, you can be assured that Kmart will continue to be a leader and innovator in the mobile and online retail space.

?Kmart is all about creating a positive, fun and rewarding shopping experience for our customers,? he said. ?Mobile offers many functions beyond just listing available products, and we?re leading the next wave of shopping innovation by offering the latest mobile apps and location technologies to help our customers get the best deals while they?re at our stores.

?The Scvngr game presents a huge opportunity for us to drive customers to specific areas of our store, getting them interacting with the products and rewarding them for having a good time.?

Past hunts
Sears Holding has worked with Scvngr in the past.

Earlier this year, Sears teamed up Scvngr to launch a custom game designed for the department store chain?s footwear and fitness department.

The game provided a way for Sears to drive customers to the footwear and fitness department, get them to interact with the products and reward them for their actions (see story).

?Overall, Sears Holdings is here to help customers shop with ease and convenience, while constantly evolving the online shopping experience and providing our customers the ability to shop their way,? Mr. Jooma said. 

?Mobile only helps us further our commitment in helping customers shop how they want, when they want,? he said.

Final Take
Rimma Kats is staff reporter on Mobile Marketer, New York