Retailers understand that the customer journey is changing, but only a portion have executed strategies to address and improve the process successfully. One example of this is leading retailer JCPenney, which was recently recognized for its efforts in the Retail TouchPoints Customer Engagement Awards 2018.
JCPenney placed first in the Cross-Channels Strategies category for its innovative, flexible fulfillment program, recently expanded with the rollout of Buy Online, Pick Up In-Store (BOPIS) same day to all stores. Shoppers can now visit the company’s website to view inventory at local stores, with most orders available in just two hours.
The results speak for themselves! More than 40% of JCPenney online orders are now picked up in-store, and more than 33% of customers that pick their item up in a store make an additional in-store purchase of $50. Additionally, items purchased online can be returned in-store, with more than 90% of online returns occurring at store locations. The company produced business results, too — seeing double digit increase in ecommerce sales and a 3% boost to store sales over the holiday.
With a strong commitment to good customer experience, ForeSee is pleased to be partnering with JCPenney. The retailer uses qualitative voice of customer (VOC) data from ForeSee to understand the impact that the experience has on customer satisfaction, and leverages those insights to continuously make improvements online and in-store.
Congratulations to JCPenney on the Retail TouchPoints award and their well-deserved recognition as retail innovator!
Read more about trends in flexible fulfillment in the new ForeSee Retail CX Insights report. Or check out our webinar with JCPenney this past fall where Doug Mitchell, Sr. Manager Site of Optimization discusses using Voice of Customer (VOC) insights to create a world-class same-day pickup experience that goes beyond BOPIS.