HOFFMAN ESTATES, Ill., Jan. 13, 2014 (GLOBE NEWSWIRE) -- As the popularity of online shopping increases, more and more retailers are focusing their efforts on the digital experience, instead of the in-store retail. Rather than joining these retailers, Sears Hometown and Outlet Stores, Inc. (Nasdaq:SHOS) has created a campaign that integrates both online and in-store shopping as one. Only a few months since the campaign's inception, the company has just received a Customer Engagement Award from online publication, Retail TouchPoints, in the category of Interactive In-Store Campaigns for its Sears Outlet campaign, which combines the two platforms to create the ultimate interactive customer experience.
Consumers visiting the warehouse style Sears Outlet stores are presented with a large and ever-changing inventory of appliances, furniture, home and garden goods and much more, which are significantly lower than manufacturers' suggested retail prices. The retailer has created a seamless customer experience with strategically placed 23" touch-screen panel tablets throughout its pilot stores. Each tablet holds a platform, developed specifically for Sears Outlet by tech start-up eyeQ, where shoppers can research available products and make buying decisions at each screen. Product data is drawn directly from the Sears Outlet e-commerce store to create a consistent, omni-channel look and feel with up-to-date inventory allocation that pertains to the exact store in which they're shopping.
"We are exploring all opportunities to bridge the gap between in-store and online shopping to answer our customers' call for more information," stated JJ Ethridge, Vice President of Supply Chain, Technology, and Integrated Retail at Sears Hometown and Outlet Stores. "With this integrated campaign, customers don't need to go home for further research or to review customer feedback, it's all in the store with added live interaction with our sales associates. This award recognition, and initial success of our campaign, proves that in-store and online hybrid shopping is the future of retail."