When it comes to its tablet strategy, Sears has a two-pronged approach. The fact is that there are a lot of consumers that are willing to shop on the Web, whether it’s through their desktop, iPad or mobile device. But the vast majority (85 percent) still prefer the in-store experience. Sears is figuring out a way to serve both camps with a single strategy.
The first prong of Sears’ iPad strategy is Sears2Go, an iPad and iPhone shopping app that mimics the Sears.com desktop experience with a few twists. The content within the application takes advantage of the iPad’s interface capabilities, letting consumers swipe, tap, etc. Content is appropriately sized and formatted for the iPad’s screen, making the site uncluttered. There’s even an option to pick up your order at a nearby store or have it sent to your door, which is also available on sears.com. It highlights products by price, top sellers and top rated to help consumers discover products they may not have been looking for. The Sears consumer-facing iPad app is much like the website. The point is to give consumers an optimized experience if they’re planning to shop via their iPad.
The second aspect of Sears’ iPad strategy is focused on arming salespersons in more than 450 stores nationwide. Salespersons use iPads in-store to help customers find product information, check inventory and make purchases without waiting in line at the cash register. Sears also offers free Wi-Fi to customers so they can use their own devices in the store.
Nordstrom, Home Depot and Urban Outfitters are other retailers that have launched iPads in-store to help sales associates better serve customers.
WTF is cookie stuffing?
Fraud is a well-documented pox on digital advertising, but it’s also an issue for publishers and marketers working together on affiliate marketing deals, too. One of the more tried-and-true techniques is cookie stuffing.
Publishers report Q1 ad revenue is pacing 10-25% behind forecasts
Publishers are facing a slow start to Q1 and sales teams have a lot of work to do to regain lost time.
Bloomberg, Axios, Politico, other business publishers rethink subscriber retention during the economic downturn
Premium publishers, like POLITICO, Axios and Bloomberg, have to make sure their fees are still considered a necessity as readers recalculate their spending and companies recalculate their expense budgets.
SponsoredHow ad tech is tackling waste by optimizing supply chains
Sponsored by Bidtellect The programmatic and digital advertising industry is well aware of the inefficiencies in buying and selling — from auction duplication and volume bias to multi-integrations and reselling — but how did it get this out of control? How can we fix it? A redundant, multiple-step process to ad delivery has become the norm, […]
Why Vice, BBC, WaPo, others see new TikTok teams as the next wave of specialist publishing talent
As news publishers craft their TikTok strategies, Digiday spoke with the BBC, Vice, The Washington Post and LADbible to see who’s really behind the posts.
Digiday+ Research deep dive: Publishers anticipate a big drop in ad revenue this year
Digiday's survey found that publishers are not feeling great about advertising revenue as 2023 kicks off, with attitudes toward subscriptions and e-commerce shifting as well.