Thursday, April 22, 2010

Sears thinks outside the channel box

Gap isn’t the only retailer learning to adjust to the pace and changing behaviors of the modern consumer. Sears, which has the sixth largest e-commerce site in the country and is the largest distributor of retail circulars, is currently promoting its cross-channel capabilities through a campaign called “Shop Your Way.” Check out its clever TV spot above.

“It’s all about merging channels,” said Richard Gerstein, senior VP marketing for Sears Holdings Corp., during the session “The Shifting Dynamics of MultiChannel Retail” at the recent eTail West show in Palm Springs, Calif. “We want shoppers to shop when they want and how they want.”

The campaign, which has been featured in a series of TV commercial spots, informs customers about Sears’ Web-to-Store free shipping and curbside pickup options, its mobile commerce site and its customer service capabilities. Shoppers can talk with Sears via representatives online chat tools, over the phone or through e-mail.

In addition, the company’s circular is now available digitally. “A digital edition allows us to showcase many more of the products we have on sale at our stores,” Gerstein said.

Sears has also embraced the social networking world by creating a community site of its own. MySears Community encourages shoppers to get advice before making a purchase and leave product reviews.

“People want our brand to succeed and want to be a part of it,” Gerstein said. “We’re trying to figure out how to better reach the multichannel consumer, and this is a great start.”


And finally, be sure to check out this cute commercial of Brett Farve debating a new TV purchase. Sears is certainly pulling out the stops to get the point across (and it's working):

Watch, watch, watch.

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