November 21, 2009, 12:00 AM

Mass Merchants / Department Stores

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Choice is the key

Sears is part of U.S. retailing history, but it’s determined not to be history. Sears Holdings Corp. has invested heavily in and, in a groundbreaking mobile commerce site, Sears2go, and in tying those initiatives to its stores. “Our goal is to provide customers with choice and help them find whatever they want when they need it,” says Imran Jooma, senior vice president of online. A new site design this year features navigation categories that fly out to display sub-categories. Quick View buttons on product images provide more data and a buy option. There are more ways to pay, buying guides, wish lists, and integrated checkout for and Consumers can not only pick up online orders in stores, but schedule pickups and designate others to pick up an item.
Safety in numbers

The “Q&A; Exchange” at leverages the large number of loyal shoppers who visit the e-commerce site of Wal-Mart Stores Inc. Customers can ask a question or browse the hundreds that have already been asked in a given category, sorting by number of answers if they like. Each answer is identified as coming from a shopper or a Wal-Mart associate, and viewers can rate answers as “helpful” or “not helpful.” Customers can also click on other shoppers’ profiles to view their age, gender, location and previous answers or product reviews. The site-to-store option allows shoppers to ship items to the store nearest them for no cost. Members who join “Site-to-Store Express” for $29 get a full year of faster site-to-store shipping-items arrive within five days-on thousands of eligible items.


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