Sears touts multichannel capabilities

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Sears Holdings Corporation is touting its multichannel retail capabilities under the banner of “ShopYourWay,” and using its Web site, catalogs and other marketing vehicles to showcase services such as the ability to buy online and pick up in-store, mobile commerce and in-store Web shopping kiosks.

These capabilities were previously not communicated to consumers in “a broad, coordinated way,” according to a company spokesperson, via e-mail. The homepage on the Sears.com Web site features a banner that reads “ShopYourWay – Where Shopping Revolves Around You 24/7.”
 
In addition, the company has been increasingly dedicated more catalog real estate to calling out its multichannel capabilities, with various calls to action encouraging readers to shop online or buy online and pickup in store.

The Sears.com Web site also features a new personal shopper feature, which will enable shoppers who can't find an item online, for example, to call, chat or e-mail a personal shopper to help them.

 
“This mirrors the in-store experience where a person can access an in-store kiosk to broaden his or her selection of choices, price shop, or order an item with free shipping that is out of stock in-store,” according to the spokesperson.

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