by Doug Desjardins
While they wait for a glacially-slow retail recovery to pick up steam, some retailers are rolling out new plans to improve the one area where sales are still a bright spot: e-commerce.
Wal-Mart is testing two new programs that combine the in-store experience with shopping online. “Pick Up Today” and “FedEx Site-to- Store” are being tested in several markets and could see a larger roll out early next year. 
“Pick-Up Today” is now being tested at more than 800 Wal-Mart stores and allows customers to purchase products online and pick them up at their local store within four hours. The program is being tested for orders on electronics, video games and household appliances. Orders made after 6 p.m. are available for pick-up the following day.
The Fed-Ex Site-to-Store program takes a similar approach. It allows customers to make online orders – with many of the products available only online - and have their purchase shipped for free to a local Fed Ex Office location for pick up. The program is designed for consumers who don’t live close to a Wal-Mart store.
“We know more customers begin their shopping trips online and finish in stores, and our new Pick-Up Today and Fed-Ex Site-to-Store test programs combine the ease of shopping online with the ability to conveniently retrieve the order at a physical location,” said Steven Nave, senior vice president and general manager of WalMart.com.
Apparel retailer The Gap is also planning to upgrade its online presence. Gap, which crossed the $1 billion mark in online sales in 2008, launched its first international Web site in September when it began selling clothing in the U.K. Assuming the venture is successful, The Gap plans to expand its e-commerce test to 10 more European countries by the end of 2011.
“After crossing the $1 billion threshold in net sales in fiscal 2008, Gap is working to reach $2 billion in annual sales and $500 million in operating income by fiscal 2014,” said Gap Direct president Toby Lenk. “This growth will come from a variety of sources.” He said Gap also plans to launch an online venture in Japan next year.
Wal-Mart also plans to move online in China to sell products available in its Sam’s Club stores. Wal-mart is testing the online site right now in preparation for a wider rollout and said e-commerce sales in China have the potential to exceed those in the U.S. within five years.
Gap is also planning to launch an e-commerce site in China with the opening of its first stores there, which are planned to debut by the end of the year.
Upscale apparel retailer Ralph Lauren is also expanding its online presence. It plans to launch its first retail Web-site in the U.K. by the end of October.
Resources
Wal-Mart Continues E-Commerce Growth
Gap Expects to Double Web Sales to $2 Billion in 3 Years
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