October 15, 2008, 12:00 AM

Belk opens a new fulfillment center and adds an e-commerce manager

Department store chain Belk has opened a 147,000-square-foot e-commerce fulfillment center in Pineville, NC, to support its redesigned web site, which is now headed by e-commerce veteran Steve Duchelle.

Bill Briggs

Senior Editor

Department store chain Belk Inc. plans to double the number of products sold on its redesigned web site by the end of the year, from 50,000 to 100,000.

To process online orders on Belk.com, the company opened a 147,000-square-foot fulfillment center in Pineville, NC. E-commerce veteran Steve Duchelle now heads up the expanded e-commerce division, which recently relaunched its web site with a bigger selection of merchandise and improved features such as advanced rich media and better site search and customer service tools.

“The site has an attractive and engaging visual design and features many new functions that allow customers to easily find, view and purchase the merchandise they want,” says Duchelle, senior vice president of e-commerce. Belk is No. 383 in the Internet Retailer Top 500 Guide.

Duchelle previously worked at RadioShack, No. 235, and The Bombay Co.

Belk ’s original web site launched in 2001 with just a gift registry. Now the online store offers men’s and women’s apparel and accessories, housewares, cosmetics, and fragrances. The company plans to offer children’s, junior`s and young men’s merchandise next spring.

Belk used Avenue A|Razorfish for web site design.

David Friedman, president, central region, at Avenue A|Razorfish spoke in June at the Internet Retailer Conference & Exhibition and his audio-visual presentation at IRCE 2008 is available on CD-ROM.

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