Sears launches holiday-themed micro-Web site
Sears Holdings Corp. on Nov. 1 will launch its second micro-Web site since August, both targeting a niche audience with editorial content and merchandise from all three of the company's retail divisions: Sears, Kmart and Lands' End.
In August, Sears introduced SimplySearsCollege.com, which was designed to help make the transition to the first year of college easier for both freshman college students and their parents. The latest micro-site, www.ReadySetHoliday.com, is intended to help make life easier for moms during the busy holiday season.
"Mom, in reality, is the one who coordinates all things holiday," said Corinne Gudovic, spokesperson for Sears, Hoffman Estates, IL. She added that the Web site's positioning is based on the results of consumer research conducted by Sears.
The site is designed to assist moms while they get prepared for the holidays, through the busiest days of the season all the way to when they're cleaning up afterward. The site will stay up until Jan. 12.
For example, right now as moms prepare for the holidays, the editorial content is focused on decorating ideas and how to prepare for holiday travel. In addition, the site features an area where moms can ask questions, post comments and get feedback from other moms.
Merchandising solutions include a gift-finding tool and Today's Top Pick, which will be a top gift item offered at a great price that will be good for that day only. Moms can sign up for Top Pick e-mails, too.
In addition to merchandise, the site also promotes several of Sears' home services businesses, such as home carpet cleaning, family portraits, home-delivery flowers and online prescription refills.
There's also a digital holiday planner and Kidzone where mom and her children can play games, track Santa and make personalized e-cards.
The site is being promoted via online banner ads, in Sears' television ads, on the Sears.com and Kmart.com home pages, in-store signage and through a PR campaign.