With the imaging industry continually telling the world that their target audience is Gen Y moms, they might be interested to know they aren’t the only industry targeting moms this holiday season.
Sears recently unveiled a new holiday shopping site just for moms that allows mothers to shop all three Sears divisions and even interact with other moms while doing it. The site, www.ReadySetHoliday.com, will sell merchandise from all three of the company’s divisions: Sears, Kmart and Lands’ End and will run through January 12, 2007.
The site offers recipes, travel tips, a “mom to mom” discussion board and a “Kid Zone” where moms and kids – or anyone else for that matter – can make personalized e-cards that include wish lists and virtual images of family members. The site also has a digital planner that lets shoppers manage the season with calendars, lists, mailing labels and budgets. The site’s search engine allows visitors to pick gifts by price, by category and by interest.
Providing essential and targeted content has been a failing thus far in the e-commerce world. A recent study done by Forrester Research on this subject claims that more than half (54 percent) of e-commerce sites lack any kind of relevant, interesting content, and only 29 percent of shoppers are satisfied with current customer service online.
Ideas like the one Sears is testing out this holiday season should be watched closely as online shoppers are beginning to look for these types of qualities and features when shopping online.
