JCPenney Expands Initiative With Mobile

J. C. Penney Company Inc. launched a new application for Apple’s iPhone, putting style, quality and price right at the fingertips of consumers.

The JCPenney Weekly Deals application lets users browse a select group of store-advertised sale items that are featured in the latest weekend sales circular. Additionally, consumers can create a portable shopping list within the application by saving items as favorites. “The launch of the new JCPenney Weekly Deals application builds on the retailer's Know Before You Go initiative, which allows consumers to have the research on the best prices, style and discounts right in the palm of their hand — making shopping easy and efficient,” said Margot Inzetta, digital publicist at 360i, New York.

The strategy was based on the fact that shoppers increasingly do research online prior to visiting a store.
The JCPenney site added innovative features such as enhanced search capabilities and product information, merchandise availability at local stores, and the ability to view weekly sales circulars online, making shopping at JCPenney easier. Now with the launch of this new iPhone application, customers can check for the latest special offers and find the nearest store to either their current location or to a ZIP code/city name right from the palm of their hand. Weekly content updates to the application will be automatic and require no action by customers. 

Additionally, earlier this summer JCPenney launched its Schooled in Style: Smart Looks for Less, multichannel campaign for the 2009 back-to-school season.The campaign combined mobile, digital, social and traditional media such as events. The mobile aspects let teens sign-up to receive text messages on their mobile phones about back-to-school sales and special offers at JCPenney.

“Furthermore, with more than 13 million iPhone users in the U.S. — along with 12 million iPod Touch users who can also download apps – the launch of an iPhone app allows us to share our style, quality and affordable prices each week with a rapidly growing base of consumers,” he said.

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Tiffany Targets Ladies Via Smartphones

Iconic jewelry brand Tiffany & Co. used mobile to promote its new product line to female consumers in their 30s who use iPhone or BlackBerry smartphones.

Tiffany wanted to create buzz and excitement around its new collection, drive footfall to its new concept store in California and generate product sales. The jewelry brand also wanted to underline the key differences of the new concept store compared to former incarnations. “The goal was to drive consumers in store,” he said.

As a luxury brand, a clean, seamless and intuitive interface and user experience wTiffany’s key demographic is high-net-worth females ages 28-54, with a strong interest in fashion, shopping and luxury products.ere key. “Our insight combined with their consumer research found that many of their target consumers are iPhone or BlackBerry users,” Mr. Carney said. “We identified the iPhone in particular as not only a great way to deliver brand innovation and get that story out, but provide content and functionality that is relevant to that audience, letting them experience the Tiffany shopping experience via their smartphone,” he said.

The mobile site let visitors find out about the new store, get directions via Google Maps and click-to-call the store. From Mobile Marketer at http://bit.ly/13I4kV

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Opportunities for Local Merchants in the Mobile Space

The opportunities for local merchants in the mobile search space are huge. “Location-aware devices are changing the order of ‘instant gratification,’” Mr. Dunlap said. “It used to be that buying online was the fastest since you would get it in 24 hours. Now with a location-aware mobile device, you can purchase it near you and have it in your hands within the hour.”

“A store’s physical location is its greatest asset in a location-based world, .... Why buy from Amazon when you can have it in one hour down the street? As long as local merchants are sharing what brands and products they have (so searchers can find them), they will become the ‘instant gratification’ choice. In most cases, they can charge a premium for this since there is no hassle, no shipping, and you can have it now"

“We’ve seen the most success for local merchants by teaming up with magazines,” he said. “For example, we have an iPhone app for Runner’s World that allows you to read reviews and see images of over 100 shoes. If you want to try on a pair, you just tap “find near me” and it finds the closest specialty running store that has your size (these are typically small businesses).

“Runner’s World is great at producing content that inspires people to purchase, but it’s the local merchant who benefits. Note that there is no need for the local merchant to do anything. This is where I suspect you are going to see the biggest benefit for local merchants – media and brands adopting the technology to drive local purchasing.” From Mobile Marketer at http://bit.ly/HURmc

For more information contact mike@zipstripe.com