June 25, 2010, 2:04 PM

Sears targets shoppers in Puerto Rico with a new e-commerce site

SearsPR.com allows consumers to browse in English or Spanish and features exclusive SKUs.

Lead Photo

Sears Holdings Corp. has launched SearsPR.com, an e-commerce site tailored to the Puerto Rican market.

The site allows consumers to browse in English or Spanish and features SKUs that aren’t available on Sears’ other web sites.

“Sears has developed a strong relationship as a trusted retailer with customers in Puerto Rico for over 70 years,” says Imran Jooma, senior vice president and general manager, e-commerce. “Now we are taking that experience to the next level, providing Puerto Rico-based customers the ability to easily get what they want, when they want it.”

The site’s home page features a hero shot with a Spanish-language caption that, translated, says “Summer is here.” Below it are Spanish-language links to grills, camping equipment and children’s swimwear.

Although the home page’s tag lines and links are in Spanish, the default language of the site’s six ever-present expandable icons—a mini-cart, profile, wish lists, recently viewed items, personal shopper and a toolbox that consumers can use to customize the site—is English, as are the top navigation bars and product pages. To adjust the site to Spanish, users have to click on an En Español button.

Beyond the additional SKUs, the site also features unique pricing and promotions.

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