New Kiosk Brings Digital Experience to Point of Sale
Although it’s name may not be synonymous with technological innovation, JCPenney continues to quietly leverage technology to increase sales and improve the shopping experience. In 1994, JCPenney was the first department store to sell merchandise online at jcp.com. Since 2006, all 40,000 of JCPenney’s point of sale terminals have been enabled with jcp.com. Now, with the implementation of the findmore system, the company continues it’s pioneering legacy.
What the findmore fixture does, essentially, is hybridize in-store and online shopping. Giving the consumer more information, more control and more options by enabling them to “find more” by providing access to the expanded assortments and product information available on jcp.com. The findmore® smart fixture will be rolled out to over 120 stores nationwide.
The findmore strategy includes the fixture, iPad, jcp.com enabled point-of-sale register and in-store marketing pieces. It is a tool developed to aid the independent consumer as well as provide store associates with a selling and education tool that allows them to provide exceptional customer service.
“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.”
Findmore brings benefits of online shopping into the store, and then some.
The findmore fixture brings the company’s digital platform into the store. It is a 42 inch touchscreen that links store users to jcp.com’s 250,000 online products. Serving as an anchor for the merchandise department, the fixture elevates the in-store shopping experience, allowing users to:
- View jcp.com’s vast assortment of merchandise and “find more” sizes, colors, styles and items not available — or out of stock — in the store.
- Experience the power of jcp.com in-store, with strong, interactive, media-rich editorial content, such as jcp.com’s Little Red Book experience, which highlights key seasonal women’s trends.
- Check the availability of merchandise in-store or nearby stores.
- E-mail images and information about an online item to themselves or a friend.
- Use 360 degree views and zoom features to see all details of a product.
- Scan the barcode of an in-store item to learn more about the product’s features, additional colors and sizes available, and even washing instructions. The findmore fixture will also provide product recommendations for complementary items (ex. A customer scans a pair of pants and the findmore fixture will suggest tops and accessories to go with it).
- View items and outfits and add them to an online “dressing room.” The customer can then print out a page listing the items, locate the items in the store and try them on.
Purchase online items from the findmore fixture and have them shipped to their home. Items can also be shipped for free to the local JCPenney store. Additionally, customers can also print out a receipt and purchase an online item at an in-store register, with the rest of their in-store purchases.
iPads in the Jewelry Department
The findmore strategy is also being applied specifically to the Fine Jewelry department. Here the concept becomes more intimate. Rather than the 42 inch touchscreen, a hand held version of the system will be delivered via iPad. Fine Jewelry associates will be able to use iPad to show JCPenney’s full offering of bridal fine jewelry collections for customers — highlighting a variety of styles, cuts, sizes and metal options — all available under the Company’s new Modern Bride concept. Incorporating features from the Modern Bride™ experience on jcp.com, the iPad app will include a notebook feature that allows users to add rings to a virtual notebook, where they can compare ring features side by side.
Consumers have become reliant upon the comfort and control of the digital shopping experience. The digital experience has made prerequisites of immediate access to extensive product information, comparison and availability. It only makes sense that cutting the cable, so to speak, and providing these prerequisites in the store will burgeon in-store spending and improve the in-store experience.