Users of the MySears.com and MyKmart.com community sites now have the option of using an existing internet identity to log in, rather than registering and having to remember yet another user name and password.

The two sites, which are built on the Viewpoints Technology Platform, carry customer reviews and tips and have heavy community and social networking elements.

Rather than ask consumers to create yet another website-specific username, password and profile, which can be a deterrent to engagement, the move towards using credentials provided by major internet players — or the OpenID universal login standard — allows visitors to consolidate their internet identity by using a single login for all of their online interactions.

Through this innovation, says the retailer, users in the Sears and Kmart communities can use an ID and password they already have to write product reviews and share information on products, services and solutions. Additionally, future updates will allow users in the communities to share their posts and product reviews with friends easily via Facebook.

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