Sears, the US's 4th largest retailer is launching what it says is the world's first fully interactive, integrated online-only catalogue using digital catalogue technology from Ceros.  

Sears, the US's 4th largest retailer is launching what it says is the world's first fully interactive, integrated online-only catalogue using digital catalogue technology from Ceros.

Sears' 'Cradle and All' incorporates live e-commerce integration, including a host of interactive and video content that enables shoppers to browse, examine, review, bookmark and buy products directly from catalogue pages.

The catalogue content updates with product information and stock availability in real time from the Sears website, while Bazaarvoice-powered customer reviews appear against products. Finally, readers can use an in-catalogue shopping basket, which is mirrored completely by the shopping cart on sears.com.

"Cradle and All is the definition of an integrated product," explained Dominic Duffy, co-founder of Ceros.com. "The functionality is seamless and as such, represents a significant milestone in the development of the Ceros interactive catalogue as an important new retail channel."

With content design and integration carried out by London-based creative and production agency, FMG, Cradle and All is Sears' first ever online-only catalogue and first ever baby catalogue. It is being supported by a large online marketing campaign using social media and on site banner adverts.

Duffy added: "The ability for shoppers to buy directly from an interactive catalogue presents retailers with a massive opportunity."

Ceros also said Cradle and All is the first of a number of interactive catalogue projects planned by Sears with it and FMG. Meanwhile, it added that UK retailers Comet, Fat Face, Thomas Cook, Morrisons and Waitrose have all launched interactive titles published on Ceros this year.

www.ceros.com