Retailer looks for event-based theater

Executives at Chico's FAS, the Fort Myers-based women's retailer, have ambitious goals for how customers interact digitally with the firm's brands.

“I want to cover every minute in a person's waking day and see if there's relevance in us being complementary to their lifestyle,” says Eric Singleton, Chico's senior vice president and chief information officer. That spreads from when a Chico's customer drives her kids to soccer practice to later when she's home researching her upcoming trip to Paris. When she looks up the top restaurants in Paris, he wants a relevant, original article by Chico's to pop up, including beautiful pictures of clothing to drive sales.