The Bon-Ton Stores Inc announced the launch of its new e-commerce business which is accessible at www.bonton.com and through the websites of the Company’s six other nameplates: Bergner’s, Boston Store, Carson Pirie Scott, Elder-Beerman, Herberger’s and Younkers. The new online “store” will immediately highlight the Company’s offering of Holiday items in apparel, home, accessories, gift cards and more. Order fulfillment will be processed at the Company’s Rockford, Illinois and Fairborn, Ohio distribution centers.
Recognizing the revenue opportunity of online selling and its increased importance in the shoppers’ experience, Bon-Ton sought a technology platform that could provide state-of-the-art online retail presence and handle the intricacies and scale requirements of a large department store operation.
Bon-Ton partnered with MarketLive Inc, a leading global e-commerce application platform and services provider for retailers, to advance the Company’s online selling initiatives. The customer will experience a completely redesigned online shopping experience with new, easy-to-use navigation including drop-down menus on the home page to get the customer to the product quickly, along with enhanced functionality and graphics.
Bud Bergren, President and Chief Executive Officer, commented, “The timing of our new e-commerce website coincides with the beginning of the very important holiday selling-season. We are extremely pleased to be able to offer our customers another channel in which to purchase our quality, value-driven merchandise assortment and store gift cards."
Bon-Ton prepares for growth in online channel
