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Retail Top 100 2012, No. 16: In-store web access

January 15, 2013

In an effort to draw customers into stores as the primary means of merchandise distribution, some retailers are offering in-store Web access through self-service kiosks and workstations to engage customers, provide convenience and increase satisfaction. This past year, JCPenney refined its Findmore technology with 42-inch interactive plasma-screen kiosks linking shoppers and sales associates to its 250,000 online products. The media-rich kiosks provide editorial content and highlight key seasonal trends while incorporating social-media-like features, such as permitting shoppers to add items to an online “dressing room” and email their choices to themselves or friends. Customers also can use Findmore to finalize the sale, either by purchasing items online and having them shipped to their home or to the store for later pickup, or by printing out a receipt and purchasing an online item at an in-store register.

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