A step toward reopening: Boscov’s brings back online sales crews, and plans to Zoom into the future

Boscov’s, the 50-store, Reading-based department-store chain, has reopened online-only sales from several stores, a modest move toward normal operations after last month’s sweeping shutdowns meant to limit the spread of the coronavirus.

As of Wednesday, “with the approval of Gov. [Tom] Wolf’s office, we were able to put small crews in several stores, who are rigorously practicing social distancing” under the state’s guidelines and in consultation with public health officials, chairman and chief executive Jim Boscov said.

The stores remain closed to walk-in customers. Staff are regularly cleaning doorknobs, keypads, and other surfaces to reduce any risk of virus exposure.

The crews have enabled Boscov’s to resume direct online sales of its own lines and inventories to customers via home delivery. The company previously had to limit online sales to orders filled directly by its third-party suppliers.

“We are different from other companies in how we do business online: We fill online orders from our stores” instead of freestanding warehouses, Boscov said.

“We are finally able to give customers the kind of service we have provided online," he said. "It’s a small portion of our business. But it’s important in a couple of ways. It’s important to keep the faith with our customers, and to have some stream of revenue” with walk-in sales still off-limits.

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Boscov has drafted a letter to customers supporting what he says are tough but necessary steps by public officials to contain the coronavirus. “We need to be supportive and follow the best recommendations of medical and governmental authorities," he said, "and if being closed is the best way to close COVID-19, that is what we need to do.”

Boscov added, “It’s very painful for everybody. For a chain of department stores to be closed for weeks is incredibly painful" for customers and staff. "I am anxious to reopen when it’s safe to reopen. We have to make sure the stores are safe and comfortable.”

The store chain is reaching out to customers in other ways. On Saturday, on Boscov’s Facebook page, Melissa Bernstein, cofounder of the Melissa and Doug toy brand, which Boscov’s carries, plans a live reading of the Laurie Keller children’s book Arnie the Doughnut. The reading will then be posted on Boscovs.com. The store plans more live events to engage families sheltering at home.

Boscov says he and his staff also have “learned to use Zoom and Skype and Webex and FaceTime. It’s gotten so natural, it feels weird today talking to you on the phone without seeing you."

“This will allow us to operate more efficiently in terms of eliminating some travel,” he said. "I always hated conference calls, I could never see people’s faces. Now I’m going to insist on Zoom.”

He wants to extend that approach to reach customers interactively. “I can see us doing this with wedding registry, home decor, and home decorating,” Boscov said.

“Everything we are doing now is going to cause us to look at ways to enhance the relationship with our customers,” he added. “I enjoy seeing people face to face in as many ways as I can.”