Today, to secure that future, Jason Friedman and an information-technology team of 50 are rolling out an ambitious relaunch of the JR.com Web site. The initiative is based on a new e-commerce platform from Blue Martini; an on-demand CRM suite from Loyalty Lab, a relationship and retention-marketing vendor; and some of the features that characterize Web 2.0, notably online videos and user participation in the form of customer reviews. If all goes as planned, the revamped site, scheduled to go up this month, will make it easier for customers to evaluate, compare and purchase products.

"We're giving customers the capabilities and features that they want," Jason Friedman says. In turn, J&R is hoping to lock in customer loyalty, leverage many of the strengths that have made its brick-and-mortar business so successful over the years, and differentiate itself in the crowded, increasingly price-driven consumer electronics market dominated by the big chains and franchises.

It won't be a cakewalk by any means. "Their national and retail competitors are pretty tough," says Maris Daugherty, senior consultant, multi-channel practice with global retail consultancy J.C. Williams Group; the firm does not consult for J&R.