JC Penney Aims to Bridge Digital Divide in Stores
JC Penney announced a new expanded initiative to break down the wall between their brick-and-mortar and online sales operations with an investment in new point-of-sale technology in more than 120 stores nationwide.
The branded findmore technology uses different electronic customer interfaces that allow customers to "find more" of the products JC Penney sells online, but not on its store shelves.
Customers can use kiosks, in-store iPads, and jcp.com-enabled cash registers to see additional purchasing options. The kiosks, or "fixtures" are tall, standalone units feature 42-inch interactive digital screens that customers can use to browse more than 250,000 online products. Apple's iPad tablets will be available at the fine jewelry counters for customers to browse additional styles.
“We’ve always seen the value of integrating the online and in-store shopping experience offering customers the opportunity to have access to a greater merchandise selection by offering access to online purchases in the stores,” said Tom Nealon, group executive vice president of JCPenney. “Offering an in-store digital experience that drives additional sales is a true differentiator for JCPenney, and continues to build on our leadership in the digital space as we merge our online and in-store shopping experiences.”
This program is an expansion on one launch in just the Home departments of many stores in April 2009. JC Penney touts itself as having two decades of online sales background, because it launched jcp.com in 1994.