Sears to launch online commercial operations in Israel

US department-store chain started its activity in Israel five-and-a-half years ago when it acquired a start-up, Delver.

By GLOBES/ROY GOLDENBERG
A sign for the Sears department store (photo credit: REUTERS)
A sign for the Sears department store
(photo credit: REUTERS)
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, people familiar with the matter told Globes.
The American giant started its activity in Israel five-and-a-half years ago when it acquired a start-up, Delver, which was on its last legs. Its Israeli center has been reinventing the shopping experience over 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, including apparel, 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.