US department store chain Sears is preparing to launch online commercial ventures in Israel based on the operations of its existing development center in Herzliya, sources informed “Globes.”
The American giant started its activity in Israel five and a half years ago when it acquired a startup, Delver, which was on its last legs. Its Israeli center has been reinventing the shopping experience in the past few years, working on social e-commerce and mobile developments.
Sears is currently considering entering the Israeli market, but not as a local branch of the chain. Instead, it will leverage the technologies it developed in its Herzliya center to promote social commerce operations.
Sears runs dozens of department stores in the US that carry a wide variety of products from apparel to kitchenware and electronics. While its brand is less familiar to the Israeli online shopper, its site is considered one of the leading shopping portals in America.
Sears wants to expand that online success to Israel but is examining new methods to enter the market. Its local operations will be managed by Einat Nemesh, who has been serving as the marketing manager at Coca Cola Israel. She has led a number of significant campaigns in that period, including the Summer Love events, Coca Cola’s recycling factor, and the launch of the “names” campaign in Israel.
"I'm glad and excited to receive this opportunity to bring about a change in Israel's social e-commerce world. I think that the connection between innovative technology and consumer behavior can change the consumption habits of Israeli customers and bring added value to this market," said Nemesh.
Published by Globes [online], Israel business news - www.globes-online.com - on October 28, 2015
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