5/1/13
Chico’s, operator of White House/Black Market and Chico’s, is opening Boston Proper, a new concept store to “seamlessly integrate” online and in-store shopping. The stores are small, intimate boutiques, staffed to provide personalized service, and they feature cutting-edge technology. “We are channel-agnostic,” says Chico’s David Dyer. “The lines between store sales and online sales have become irrevocably blurred. Today, we must evaluate our business holistically. For example, marketing activities, including television and circulars, not only drive traffic to our stores, but also drive traffic to our websites. Internet marketing generates sales both in-store and on the website. We must continue to invest in all channels the customer may frequent, be it in-store, online, catalogs, call centers, or mobile applications to encourage customers to experience our brands however and whenever they want.”
The first Boston Proper opened in March in Estero, Fla., with three more to open in Florida later in 2013. Chico’s acquired the online-only retailer in 2011.
SOURCE: Chico’s, David Dyer, CEO, 11215 Metro Pkwy., Fort Myers, FL 33966; 239-277-6200; www.chicos.com.
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