Sears Look Report makes iPad debut

Just as fashionistas know that maroon is the new black this autumn, media pros know that scrolling is the new flipping. Sears has taken the latter trend to heart and is currently rolling out an iPad version of its “Sears Look Report” catalogue for the first time. The tablet iteration is appearing in the iPad […]

Just as fashionistas know that maroon is the new black this autumn, media pros know that scrolling is the new flipping. Sears has taken the latter trend to heart and is currently rolling out an iPad version of its “Sears Look Report” catalogue for the first time.

The tablet iteration is appearing in the iPad versions of several Rogers Publishing magazines from Flare to Maclean’s. A short teaser for the product runs when readers open their tablet issues.

Rogers Publishing and Toronto-based agency Vizeum Canada created the 35-page interactive tablet version of the retailer’s Canadian catalogue, which includes products from clothing to kitchenware from its fall 2012 collection.

“Sears wanted to be on the latest platforms, and this is a perfect extension of the print product… The key goal was to stay relevant with consumers,” said Jeff Barlow, senior director, innovation/marketing solutions at Rogers Publishing.

Micheal Bispo, senior vice-president and managing director of Vizeum Canada, said this was the next natural step for the “Sears Look Report.” He said Vizeum, which has been Sears’ media agency of record since July 2011, wanted to extend the catalogue to a whole new audience knowing that there’s a growing segment of the population that’s consuming content through mobile devices. “As we look at how people consume media we want to make sure we use touch points that connect with all consumers.”

The tablet version of the “Sears Look Report” includes features typical of the platform: expandable images, swipe-through galleries, social sharingand embedded videos that feature Sears spokespeople giving details about different lines the retailer carries.

It also includes links to Sears’ e-commerce service so readers can directly purchase items by tapping them – an important element, Barlow said.

There are also ad units within the app which offer “edutainment,” said Barlow. One unit includes a video makeup tutorial about how to create a smoky eye, for example.

The iPad version of the “Sears Look Report” launched first in Flare’s October iPad issue on Aug. 24. By mid-September, it will appear on other Rogers publications’ tablet editions for Chatelaine (the English and French editions), Hello! Canada, Today’s Parent, Loulou (English and French editions) and Maclean’s. “We’re giving [Sears] an existing audience,” said Barlow, adding that the interactive tablet catalogue is the first of its kind in Canada.

Earlier this year, Sears Canada president and CEO Calvin McDonald commented that the retailer recognized the importance of visibility in the expanding online and digital world.

Related
Retailers form mobile payment venture to compete against Google, Visa
• Sears Canada Q2 loss widens to $9.8 million, sales drop
Sears Canada names Unitas as new AOR

Brands Articles

Saputo sells its bakery division to Canada Bread for $120 million

Deal in line with company's plans to become more competitive in new food categories

Why employee engagement needs to top the CMO’s agenda in 2015

And, how it will enhance competitiveness/profitability

Canada’s Hottest Ads: A very foodie November

...with a light dusting of holiday cheer

McDonald’s marketing misery

Markus Giesler on the chain's identity crisis and why it's becoming increasingly irrelevant

BlackBerry harkens back to “CrackBerry” heyday

Waterloo, Ont.-based company introduces new smartphone model with familiar features

Hudson’s Bay hires new CEO

Former Toys R Us chairman and CEO takes the reins, Richard Baker remains chairman

Country Style chooses Tag Franchise for rebrand

New branding expected to roll out next year

MasterCard’s ‘priceless’ holiday giveaway

The brand had a big surprise for Calgary charities