The Web site is powered by Usablenet. The full appliance product line available at Sears2go joins a variety of other product categories, including apparel, electronics and computers, fitness and sports, jewelry, tools, toys and games.

“Sears’ strategy here is to continue to extend the power of their Web site to the mobile Web,” said Jason Taylor, vice president of mobile products at Usablenet, New York. “The mobile site is an extension of the company’s online services.”

Sears Holdings Corp. is the nation’s fourth largest retailer with over $50 billion in annual revenues and approximately 3,800 full-line and specialty retail stores in the United States and Canada.

Key proprietary brands include Kenmore, Craftsman and DieHard, and a broad apparel offering, including such well-known labels as Lands’ End, Jaclyn Smith and Joe Boxer.

All of Sears’ categories support purchase and scheduling home delivery or in-store pickup through the mobile site.

After purchasing an item on Sears2go, shoppers picking up their order in store will receive a text message alert when their merchandise is ready for pick-up.

Mobile customers can now buy, pickup or schedule delivery and installation for all appliances available at Sears.

Sears2go is a mobile commerce site that pairs mobile commerce with Sears’ in-store pickup or delivery.

“The catalog of products Sears offers on its mobile site delivers value and convenience to mobile customers,” Mr. Taylor said.

Usablenet Mobile is a fully managed service that leverages the features and functionality of a company’s existing Web site and extends it to all mobile devices worldwide in less than six weeks, requiring no client IT or Web design resources.

Consumers can text SHOP to 73277 or visit Sears2go.com on their mobile phone to use the new site.

“For users of both appliances and the automotive categories, Sears believes that this demographic of people reachable is on mobile,” Mr. Taylor said. “These people are in their late 20s to 30s.”