SEARS CRAFTS WEB PUSH THAT COULD HIT $100 MIL: VENERABLE RETAIL GIANT AIMS TO BE `DOT-COM PLAYER'.

Advertising Age,  November, 1999  by Cuneo, Alice Z.

Tags: dot-com, Sears Roebuck & Co., Web

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Sears, Roebuck & Co. is putting its money into e-commerce.

The retailer will leverage $100 million in total marketing behind sears.com in a play to bring younger, more Web-savvy consumers into its fold. The push kicks off with a $7 million TV campaign breaking this week.

``Sears is now a dot-com player,'' said Joe Charno, VP-relationship marketing at sears.com. ``We are focused on our internal mission to become the definitive online source for the home.''

The TV spot, from OgilvyOne Worldwide, Chicago, breaks Nov. 4. It shows a 1950s-era family peering at new appliances ...

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