JCPenney Trial Claims 107 Percent Sales Boost With Web-In-Store

JCPenney has been experimenting with ways to bring online depth into its brick-and-mortars, with some healthy (107 percent sales boost) initial increases in test stores, according to this DMNews,com story.

The pilot--which was launched late last year in 40 stores--is interesting in that it matches some attractive numbers with bringing online into offline, but it's unclear if the "this is different" newness factor was isolated. If it wasn't, the sales bump might be more a result of the trial than what the chain would see in the longterm. Also, this appears to be true multi-channel--as opposed to the desirable merged channel--as the systems don't appear to talk to each other. Still, it's an encouraging step.