JCPenney Expands Fulfillment From Stores Chainwide

JCPenney has implemented Buy Online Pickup In-Store (BOPIS) across the chain. “Our goal is to get the product to the customer no matter how they want to purchase; make it a frictionless transaction for them,” he noted. “This year we fulfilled online orders from all 875 stores across the chain.” McFarland talked about the challenges in scaling up its fulfillment offerings. By partnering with ForeSee, JCPenney has been able to access relevant shopper data points that enable seamless checkout and in-store product pickup. McFarland’s final advice for other retailers: “The stores and online have to be the same team.”