One of the last of the holdouts among traditional department store chains is launching an e-commerce channel.
The Bon-Ton Stores Inc., which operates 279 stores in 23 states and such well-known regional names as Bon-Ton, Bergner’s, Boston Store, Carson Pirie Scott, Elder-Beerman, Herbergers and Younkers, is launching an e-commerce site that six of its brands will share—just in time for the holiday.
The web store, built on an e-commerce platform from MarketLive Inc. and using rich media applications from Scene7 Inc., enables Bergner's, Boston Store, Carson Pirie Scott, Elder-Beerman, Herberger's and Younkers customers to shop online. “The timing of our new e-commerce site coincides with the beginning of the very important holiday selling season,” says Bon-Ton CEO Bud Bergren. “This multi-channel shopping experience is an important part of the retail business going forward.”
The new e-commerce site features three large color graphics on the home page and a top-of-the-page navigation bar with shopping categories that include: women, intimate apparel, juniors, men, kids, shoes and handbags, jewelry and accessories, beauty and fragrance, home, bed and bath, and gifts. The site’s features and functions include advanced search, e-mail a friend, zoom tools, a bridal and gift registry, and interactive catalogs.
Online orders will be processed and shipped from Bon-Ton’s distribution centers in Rockford, IL, and Fairborn, OH. “We look forward to introducing The Bon-Ton Stores to the many online shoppers that live outside our local markets, giving us the opportunity to broaden our customer base,” says Bergren.
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