Sears Launches Shopping Site For Tweens

    August 10, 2007

Sears has launched a virtual shopping site that is aimed at tweens.

Visitors to the site can create an avatar or an E-Me, as Sears calls it and choose from a selection of apparel and save what they have picked out in a closet. Users can print the E-Me and closet and bring a copy into the store to receive a 10 percent discount on those items.

"The Sears E-Me is all about making back-to-school shopping easier for mom and a lot more fun for kids," said Paul Miller, senior vice president of direct commerce for Sears Holdings.

"The site also shows moms and kids that Sears has great looks for back-to-school, from The Cheetah Girls exclusive line and colorful camo skorts to hot jean looks and hoodies."

The program was created with and

Other features of the site include an E-Me Fashion show, where kids can submit their E-ME outfits to be rated by other users, a number of interactive backdrops allow E-Mes to dance flip burgers and more. An E-ME and closet can be saved from session to session and no personal information is required from users.

Sears says they plan to add games and other interactive elements to the site in future updates.