October 28, 2009, 12:00 AM

Christopher & Banks expands e-commerce

Women’s apparel retail chain Christopher & Banks is upgrading its e-commerce sites with enhanced product photography and improved placement of the company’s return policy, and offering online ordering by its in-store sales associates.

Mark Brohan

Research Director

Women’s apparel retail chain Christopher & Banks, which operates ChristopherandBanks.com and CJBanks.com, is expanding its e-commerce business with improved site and customer service features.

The company plans to enhance product imagery by using more on-model photography on both sites, as well as highlight the company’s return policy. Currently located deep in the customer service section, the returns policy will appear on product pages prior to the upcoming holiday season. Shoppers can return purchases to the web sites or to one of more than 800 Christopher & Banks or CJBanks stores.

In addition, the company is offering online ordering by its in-store sales associates. For example, if a shopper can’t find her size in a particular item at a store, a sales associate can search for and order the product online and have it shipped to the shopper for free.

“We view this channel as an important tool in moving our customers from single-channel to cross-channel buyers,” says Mike Wodtke, e-commerce manager at Christopher & Banks, No. 403 in the Internet Retailer Top 500 Guide.

Other e-commerce expansion efforts include more online-only products, particularly in the upper and lower ranges of apparel sizes.

“The additional sizes and merchandise breadth allows our e-commerce business to present unique, compelling products and better fulfill our customers’ sizing needs,” says Wodtke.


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