Executive Briefings

Facebook Gives J.C. Penney Complete Online Storefront

Making good on its strategy to focus on e-commerce vs. print catalogs, J.C. Penney opened a web store on Facebook this month. The fully integrated application means users don't have to leave the social network site to shop at J.C. Penney.

The new application supports a full e-commerce experience within the Facebook page, including such functions as add to cart, checkout, edit and remove products from cart, specify shipping address, ship to store, and pay with credit card. J.C. Penney spokesperson Kate Coultas says the general merchant's full website assortment is available through the company's Facebook page.

What's more, Facebook users can "like" and share J.C. Penney items and purchases with their friends. According to Tom Nealon, group executive vice president for J.C. Penney, the company's Facebook page has had more than 1.3 million friends.

J.C. Penney's move to enable customers to shop online through its Facebook page comes a year after halting its Big Book, and three months after it announced it would stop mailing specialty books next year.

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Making good on its strategy to focus on e-commerce vs. print catalogs, J.C. Penney opened a web store on Facebook this month. The fully integrated application means users don't have to leave the social network site to shop at J.C. Penney.

The new application supports a full e-commerce experience within the Facebook page, including such functions as add to cart, checkout, edit and remove products from cart, specify shipping address, ship to store, and pay with credit card. J.C. Penney spokesperson Kate Coultas says the general merchant's full website assortment is available through the company's Facebook page.

What's more, Facebook users can "like" and share J.C. Penney items and purchases with their friends. According to Tom Nealon, group executive vice president for J.C. Penney, the company's Facebook page has had more than 1.3 million friends.

J.C. Penney's move to enable customers to shop online through its Facebook page comes a year after halting its Big Book, and three months after it announced it would stop mailing specialty books next year.

Read Article