SEARS EXTENDS BRAND ONLINE THROUGH SEARS.CA
By Adnews Staff
Toronto-based Sears Canada is treating its Web site (http://www.sears.ca) as an extension of its brand following the addition of several new features to and the re-branding of the retailer's online "Surplus Shop." Garry Smith, vice president of online merchandising for Sears Canada, said The Surplus Shop, which has been running as a feature of Sears Canada Web site now for about six months, has been renamed "The Outlet Site," because more Canadians understand the word "outlet". The number of surplus items featured has also been increased to over 1,000 and Smith said the company is working to increase that number even further. New features that have been added to the Outlet Shop include progressively marked down items and the introduction of two daily specials. A limited quantity of specially selected items that have been designated progressive markdown items will be continuously reduced in price each week until the last date shown or while quantities last. The two daily specials will take place at 9:00 a.m. every morning, offering one item at 80% off the regular catalogue price and the other at 50% off. Smith said the new features will be offered over the next six months while the retailer has time to track and measure the results. However, if they generate return traffic to the site, they may be considered on a more permanent basis. Sears will support its Outlet Site throughout June and July using its existing advertising already in place. Promotional print advertising for Sears including newspaper ads, catalogue inserts, in-store signs and bag stuffers, is handled in-house.