Sears is fine-tuning search for Lands’ End apparel
One of the challenges facing Sears, Roebuck and Co. in its acquisition of Lands’ End is establishing the best integration between their respective web sites, particularly how to search for Lands’ End apparel from Sears.com. “We’re still working through the best experience for customers,” Bill Bass, Lands’ End’s senior vice president for e-commerce and international, tells InternetRetailer.com.
For now, shoppers on Sears.com can conduct a search for apparel that will take them to LandsEnd.com, where they can purchase products through a shopping cart system completely separate from Sears.com. “That’s a short-term fix,” Bass says. “The best customer experience is not for Sears.com and LandsEnd.com to have two separate shopping baskets.”
For a long-term solution, Sears is moving toward displaying all Lands’ End apparel on Sears.com so that shoppers can search for and purchase Lands’ End products without having to leave the Sears.com environment, Bass says. “The goal is to have all Lands’ End stuff on Sears.com,” he says.
Bass adds that LandsEnd.com would retain a separate shopping cart system and provide a link to Sears.com, but that cross-selling of Sears and Lands’ End products with common search and shopping cart systems will be offered only at Sears.com.
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