Future Shop Betting on Holiday EC Gains
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[Burnaby, CANADA] Future Shop, Canadas consumer electronics retailing powerhouse, is predicting a growth of 20x over last year to its' EC business this holiday season, as a result of some new initiatives.
Future Shop (TSE:FSS) is Canada's largest retailer and e-tailer of consumer electronic products, with 88 superstores, five Computer City stores, and its online superstore.
"In the past three months we have invested over Cdn $1 (US $1.48) million into our Web site to not only ensure that we are ready for the increased volume," said Behzad Khosrowshahi, executive vice president of Merchandising and Supply Chain, "but also to improve our navigation and site features."
DVD, game, and music CD titles have now been added to the extensive catalog of electronic, computer, communication, and appliance products available through the site.
Product information and special features now beef up the site as well, some specific to the holiday season. For example, the Wish List feature allows registered visitors to select products and add them to a desiderata list that can then be e-mailed to prospective gift givers.
Future shop has also now extended their familiar brick and mortar policies to the online shop, including lowest price guarantee and free delivery. The return policy has also been expanded to allow returns to the store nearest the customer.
Other enhancements include Price Watch, Product Wizards and Consumer Reviews features.
Forecasts have generally held that e-tailing would hit its stride sometime in the future (see: E-Commerce to Be Profitable in the Distant Future, January 4, 1999). Whether the future has arrived for Future Shop this holiday season remains to be seen.