57.5% of all shoppers use the omnichannel service, but only 31.6% describe it as being a smooth process, according to a new report.
The chain also hires a Neiman Marcus executive for marketing and e-commerce.
The Bon-Ton Stores Inc. said this week that Tony Buccina will retire as vice chairman, merchandising, on Feb. 15, 2013. Buccina spent 20 years with the company, which is No. 520 in the Internet Retailer Second 500 Guide.
Bon-Ton also announced that Luis Fernandez will become the retailer’s first executive vice president and chief marketing officer. He starts May 7 and reports to Brendan Hoffman, president and CEO. He will oversee sales promotion, marketing and e-commerce, the retail chain says.
Fernandez comes from the Neiman Marcus Group Inc., where he most recently was vice president, last call marketing and customer insight. In that job, he led planning, management and optimization of multichannel marketing, Bon-Ton says. From 2007 to 2010, he was vice president, marketing, online and catalog, and from 2002 to 2006, vice president, marketing and systems strategy.
Neiman Marcus is No. 39 in the Internet Retailer Top 500 Guide.
“I am very excited to welcome Luis as a new member of the Bon-Ton team,” Hoffman says. “I had the pleasure of working with him at Neiman Marcus and have a great deal of respect for the knowledge and experience he brings to this position. I know Luis shares my vision of optimizing technology to reach our customers to increase awareness of our message of fashion, quality and value. “
Bon-Ton operates 272 stores in 23 states.
Jimmy Mansker, senior vice president, merchandise planning, allocation, replenishment and Internet at the chain, will speak at the Internet Retailer Conference & Exhibition 2012 in a session entitled “Marketing and merchandising your brand in a cross-channel world” on June 6 from 3 p.m. to 3:30 p.m.