Bon-Ton aims for more online shoppers
Retailer unveils completed outfits every Friday
Aiming to boost its online sales in a tough brick-andmortar store environment, Bon-Ton Stores Inc. hopes to draw customers back to its website each Friday to check out five new outfits the company’s stylists have put together with the retailer’s apparel and accessories.
Bon-Ton’s “Style2Go” feature has attracted more customers each week since its launch in April, Bon-Ton spokeswoman Christine Hojnacki said Thursday.
If they like what they see, shoppers can immediately buy all or part of an outfit — or mix and match — online.
Bon-Ton, which has dual headquarters in Milwaukee and York, Pa., is the parent company of Boston Store and Younkers.
“Bon-Ton’s Style2Go provides outfit shopping solutions for our online customers,” Luis Fernandez, chief marketing officer, said in a statement. “We know our customers are busy so we want to make shopping for headto-toe looks easy. With five new Style2Go outfits each week, customers will be inspired to visit our website regularly for their wardrobe needs.”
Every week, Bon-Ton stylists based in Milwaukee create five looks to fit a variety of lifestyles: casual, weekend, office to evening, active and special occasion. They are unveiled on Friday mornings.
Style2Go outfits include a variety of products and accessories, from shoes, tops and pants to dresses, handbags, jewelry and more, BonTon said.
Bon-Ton Stores operates 261 stores, including nine furniture galleries and four clearance centers, in 25 states in the Northeast, Midwest and upper Great Plains. Its other department store brands names are Bon-Ton, Bergner’s, Carson’s, ElderBeerman and Herberger’s.
Bon-Ton, whose stores are an anchor tenant of most major Wisconsin shopping malls, has been posting annual losses as sales slump amid reduced consumer traffic in malls and increased competition from online retailers.