JCP.com’s “Know before you go” out to save time for busy shoppers
J.C. Penney Co. Inc’s web site, JCP.com, has launched online visibility into inventory status at local stores. A new “Know before you go” button on the home page explains the process: shoppers can select any item on the site tagged “Also in stores” or “In stores only;” select size, color and other attributes; and enter their ZIP code for a list of local J.C. Penney stores having that item in stock. Inventory status is updated each hour.
It’s part of a larger “Know before you go” initiative geared toward tighter integration among J.C. Penney’s shopping channels. Noting that 80% of JCP.com customers also visit the retailer’s stores, “Our ‘Know before you go’ initiative is the latest way we`re building our integrated, multi-channel strategy around customers," says John Irvin, executive vice president and president of J.C. Penney Direct. "With our customers often having `too little time, too little money and two little kids,` we are focused on adding conveniences that will enhance their overall shopping experience, and ultimately, their daily lives.”
Other elements of the new initiative include enhanced search functionality that narrows the number of products displayed based on product attributes and details such as size, brand, color and more. A new gallery view allows users to see all the products in a category at the same time. Along with price and a detailed description of the selected product, including fabric features and laundry needs, customers can now see the product in different colors and alternate views, link to matching items and other products of interest, and determine the appropriate size using fit information and size charts. A new "e-mail to friend" button allows customers to share product information.
Another element of the program lets online shoppers view the retailer’s weekly sales circulars to check out the special offers and discounts available at their local store. Shoppers can flip through the circular online or browse by department or brand, as well as print coupons and create their own shopping list to use when visiting their local store. They can also forward deals to friends and sign up for weekly e-mail from the retailer.
The initiative stems from research by Penney that determined that most J.C. Penney customers who visit the site use it for more than shopping. Nearly 70% of customers surveyed online by the retailer, for example, visit the site to do some form of research.
“As customers increasingly leverage the Internet to do research before shopping, they have an expectation that they will be able not only to purchase merchandise online, but also research merchandise, price compare, and review weekly promotions before ever setting foot in a J.C. Penney store,” says Irvin. “This requires a very sophisticated, complementary relationship among our channels and tight integration with our marketing efforts.”
J.C. Penney is No. 12 in the Internet Retailer Top 500 Guide.
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