Many cross-channel initiatives have added features to retail Web sites, such as the ability to order online for in-store pick-up, or providing a transparent view into the inventory of a particular store. But some retailers are adding Internet connectivity to their point-of-sale systems, giving employees access to the retailer’s own Web site and other Web-based data. JCPenney, for example, gave all of its 35,000 point-of-sale systems entry to the Web, linking associates in its nearly 1,100 stores to the retailer’s e-commerce site, JCP.com. Associates can check for online availability of an item not in stock at that store, for example. The company reports much higher experience satisfaction among customers who are exposed to the access.
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