J.C. Penney Revamps Its Fulfillment Operation (672 words)

Enter the Internet

In 1994, J.C. Penney made a move to the Internet with an electronic version of its catalog where customers could view merchandise and then place orders through the 800 number. By 1998, the site was commerce enabled. And in 1999, J.C. Penney moved its other retail stores online, as well. The new sales channel has J.C. Penney selling products from its other companies: Eckerd, Flowers Direct, Levi's, Arizona Jean Co., Just 4 Me and soon a home furnishings company, Step Inside. However, the additional sales channel also added to J.C. Penney's fulfillment burden, forcing it to rethink its model and create JCP Logistics.