J.C. Penney’s selective approach to web enhancements
As J.C. Penney awaits the transition of its online customers from dial-up Internet access to broadband connectivity, it’s making only selective adjustments to its web merchandising strategy in 2005. Those changes include bigger product images, better and more selective use of product descriptions and enhanced search that delivers more focused results such as a search request for shirts that delivers text and images for men, women and children and recommendations for accessories or similar merchandise.
“We aren’t making any radical changes,” says Bernie Feiwus, senior vice president and associate director of catalog and Internet for J.C. Penney. “We will adapt our site more as our customers adapt to broadband.”
J.C. Penney is adjusting its web strategy based on the changing nature of its customers, Feiwus says. “Our web shoppers are typically younger than our traditional catalog customers,” Feiwus says. “We are thinking and doing more with broadband because we notice that more of our shoppers are now placing orders from work where they do have a broadband access.”
J.C. Penney, which saw its 2004 web sales increase 33% to almost $800 million, is making other adjustments to its web strategy. For instance, it will not post a product image or text on the web site if the merchandise isn`t available in the online inventory or in the stores and catalog.
Though the company isn’t talking about specifics, multi-channel retailing will be enhanced when J.C. Penney begins rolling out a new web-enabled point-of-sale system to its more than 1,020 department stores over the next two years. “From a web retailing standpoint we are committed to changing with the times, but in 2005 we aren’t making any dramatic changes,” Feiwus says.
Back...
