Sears didn’t become a household name by sitting still and watching the world change and evolve around them. One of the biggest changes to our world has been the advent of the Internet. The impact of the Internet is right in line with electricity, the internal combustion engine, and flight. Communication has changed radically because of the Internet. No longer is a person’s reach confined to the city or town they live in. At one time, if a person wanted to by a circular saw, they either went to Sears, ACE Hardware, or the local home center. Now consumers’ options are wide open. Just logging on literally opens up the world as a huge virtual shopping mall where a consumer can find all the options available at the best price and then

Another innovative feature of the Sears web site is something called book ending. When a customer selects an appliance for viewing, the site also shows the next higher and lower priced products to allow the customers to see the different feature packages as they compare to price (Yue 1). Another feature of the Sears web experience is their shipping options. They have the standard UPS ground, Next Day Air, etc... But they also have an option that a pure web based company doesn’t have. If there is a Sears store near the consumer, they can opt to have their product sent to the Sears store and avoid shipping charges. They just go pick it up when it is in (Yue 2).

Every child remembers Christmas when they were little. We wrote letters to Santa listing in great detail all the toys we wished he would bring because we had most assuredly been the best little boys and girls in the world all year. Many of us made that list by going through the Sears Wishbook. It had everything a child could possibly want from the Blue Denim Drum Set to that new Zebco fishing pole. In 1998, to the delight of computer savvy kids everywhere, the Wishbook was put online (News & History – Historical Chronology 2).

Existing brick and mortar companies had a challenge on their hands. Market share was being whittled away by online sales. Brick and mortar companies need to either change, or be eliminated. Sears recognized this. In 1997, Sears launched its Craftsman Tools web site (News & History – Historical Chronology 1). Sears e

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