Critical Thinking On The Best Online Brick-And-Motor Retailer

J.C. Penny uses a number of ways to create synergy between its website and its brick-and-motor store. One way is to use its more than 1000 physical stores and its catalog business. This synergy is acquired by having the two avenues support each other. If customers miss something they need in the store, they are directed to the catalog. Here, they can find up to three times worth of the merchandise available in the physical stores. Another way of creating synergy is through using the website to market the retailers’ products.
It was easy for J.C. Penny to move online because of the experience they had acquired over time. The business had been involved in selling merchandise to customers initially through printed catalogues. Remaining online for J.C. Penny is very critical for the company regardless of the fact that online sales amount to only 6% of the total sales. J.C. Penny.com attracts more shoppers to the brick-and-motor stores. When customers find what they want online, they can go to the stores to obtain the merchandise. This saves them of shipping costs and other costs related to ordering the goods online.
In addition to that, the online presence helps to reach customers across the whole world. This has the impact of broadening the company’s market base. Customers in areas where the company has not set up physical stores are also reached. Even though direct online sales are low, the website has a very profound impact on the company’s success. One of the ways of using the website to boost sales is by using it to interact with customers. J.C. Penny should use its website to engage their customers in their business operations. This may be done by attending to customer’s complaints and implementing their suggestions. Lastly providing after sales services will also help lock their customers.