For Customer Experience Professionals

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	December 10, 2007 Web-Store Experiences: Department Stores Forrester Evaluated Channel Transitions Of Four Department Stores by Bruce D. Temkin with Adele Sage, Andrew McInnes	Average: 8  (1 rating)

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Executive Summary

Forrester applied its Cross-Channel Review methodology to the experiences at four department stores — JC Penney, Kohl's, Macy's, and Sears. While Sears received the top overall score, none of the four companies received an overall passing grade. Despite uncovering many flaws, we also found a number of good practices, like Sears' online store inventory check and JC Penney's clear store directories. Firms that want to improve the coordination between their Web sites and their stores need to evaluate and explicitly design the experiences with a cross-functional team.

TABLE OF CONTENTS

• Examining Department Store Web-Store Channel-Transition Experiences

RECOMMENDATIONS

• Improve Cross-Channel Experiences With A Companywide Effort
• Supplemental Material
• Related Research Documents

This is an excerpt

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