By  on March 18, 2013

Belk might have a genteel Southern style when it comes to service, but it has a hard-nosed approach to innovation and technology associated with the Northeast or Silicon Valley.

The retailer has been working to align digital sales and physical stores. Belk’s e-commerce site’s sales are equivalent to the chain’s largest store, according to Jessica Graham, vice president of communications and community relations. It expects to generate about $135 million in fiscal 2013 sales. The goal is to reach 10 percent of sales by 2015. Mobile is expected to contribute 21 percent of the e-commerce site’s traffic this year, up from 14 percent in 2012. And Belk believes its modern Southern style can be exported to other regions of the country.

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