Sears, the US’s fourth largest retailer, has announced it has launched a world-first – a fully interactive, integrated online-only catalogue.

With functionality provided by UK-based publication platform Ceros, Sears’ Cradle and All catalogue incorporates live e-commerce integration, enabling shoppers to browse, examine, review, bookmark and buy products directly from catalogue pages.

The catalogue content updates with product information and stock availability in real time from the Sears website. Bazaar Voice customer reviews appear against products. Finally, readers can use an in catalogue shopping basket which is mirrored completely by the shopping cart on sears.com. 

Dominic Duffy, co-founder of Ceros.com – which also presents DMI magazine’s ‘turn-page’ format – said: “Cradle and All is the definition of an integrated product. The functionality is seamless and, as such, represents a significant milestone in the development of the Ceros interactive catalogue as an important new retail channel.”

With content design and integration carried out by London-based creative and production agency, FMG, Cradle and All is Sears’ first ever online-only catalogue and first-ever baby catalogue. It is being supported by a large online marketing campaign using social media and on-site banner ads. 

Duffy added: “The ability for shoppers to buy directly from an interactive catalogue presents retailers with a massive opportunity.”

Cradle and All is the first of a number of interactive catalogue projects planned by Sears with Ceros and FMG. UK retailers are also adopting the format: Comet, Fat Face, Thomas Cook, Morrisons and Waitrose have all launched interactive titles published on Ceros this year.