Dive Brief:

• Sears' Shop Your Way customers now have the ability to reserve merchandise at their local Sears store online, to be set aside for them to try on in-store.

• Customers can choose the “Reserve in store” option when shopping online and receive a text or email when the item is ready.

• Items are kept at specially designated “Reserve It” stations for 48 hours.

Dive Insight:

Sears may be struggling mightily these days, but it continues to roll out some well thought out features to its omnichannel Shop Your Way programs. “Reserve it” is not an entirely new concept — customers have called stores to set things aside for ages. But the ability to set this up online is a nice feature that is only possible when a retailer has its omnichannel game on.