September 05, 2013
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Good, bad or indifferent – an advertisement for Kmart’s (part of Sears) free shipping for loyalty members has gone viral, using wordplay in a crude joke that has resonated with the masses. The jury is still out on whether the shock value that created the virality was worth the possible hit to the trust that a retailer needs.
The video is funny and generated millions of views. It was edgy and innovative.
In another inventive move, Sears rolled out a new program where it will ship merchandise supplied by other online retailers. The fulfillment service will build fees and draw more sellers to the Sears.com Marketplace. It is yet another indication that Sears is taking some relevant, ground-breaking steps to compete in an online world with the likes of Amazon.com.
Sears has also added tablets to many stores that contain apps that are designed to help customers find the products that fit their needs. The main website has an interactive section where customers can answer a series of questions in effort to find the right tractor, lawnmower or snow blower. Consumers can even swipe a credit card through a mobile device to make a purchase. Like something similar at Apple, you can also receive your receipt by email later.
Is Sears cutting edge – or are we seeing desperate initiatives from a burning platform?
Internet Retailer, an industry publication, ranks Sears as the eighth-largest online vendor by sales in the U.S. and Canada, behind the usual suspects that include; Amazon, Staples, and Walmart.
Featured on:Retail
Posted by:Dan Sanker
