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Sears expanding multi-channel strategy with jewelry catalog, gift registry
Coinciding with the launch of a jewelry catalog, Sears has expanded its selection of fine jewelry available on Sears.com, increasing the number of items available to 1,000 from 300.
Sears, Roebuck and Co. yesterday launched the Fine Jewelry catalog as a key part of its pre-holiday season and multi-channel strategies. Coinciding with the launch of the catalog, Sears also expanded its selection of fine jewelry available on Sears.com, says Dennis Honan, vice president of Sears Customer Direct, which includes Sears.com and Sears catalogs. Since it began offering jewelry on Sears.com last fall, Sears has increased the number of jewelry items available online to 1,000 from 300.
"If you look at what we`ve done this year, it1s all about serving the needs of customers, and especially multi-channel customers," Honan says. "We know that tri-channel customers are more valuable."
Sears is making some jewelry items available for purchase only through the catalog, even though many of these items can still be viewed online. A search on Sears.com of diamond rings, for instance, produced a display of rings priced between $100 and $1,600. But those priced over $800 could only be purchased by calling the catalog telephone number.
In another move that will also support multi-channel retailing, Honan says, Sears is planning to launch next spring an in-store gift registry service that will integrate with Sears.com, enabling shoppers to search for, order and purchase gifts either in-store or online.