While we normally do not cover big box retailers, the recent acquisition of social search engine Delver.com by an Israel subsidiary called SHC Israel Ltd. has sparked much curiosity. Many speculate that Sears is doing this to promote their products and services and expand their global online strategy but at this point it is unclear what their motives are.

For the small retailer, this reinforces that you should be engaging your customer and prospect base through social marketing. Easy and cost effective, social marketing can be done by simply setting up a Facebook, MySpace, or Twitter account and using it to promote your store and any special offers or promotions you are planning. Place a little time and energy into social marketing and you will be surprised how it can generate foot traffic and sales for your retail business.