J.C. Penney is on desktops

Share this article:

J.C. Penney customers now can get their fix of news about sales and the latest trends.

It's not an RSS feed. J.C. Penney is keeping in touch with customers via a desktop application downloaded for free.

"We don't have any preconceived notions about who the application will most appeal to or how it's likely to be used," said Dave Owen, manager of Internet customer relationship marketing for jcp.com.

J.C. Penney, Plano, TX, is currently testing the application with a cross-section of its opt-in e-mail list. Several weeks ago, the company sent an e-mail to its file informing them about the application at www.jcptoday.com.

JCPToday was developed by J.C. Penney in collaboration with information broadcast technology firm Skinkers, marketing firm T3 and Internet consultancy WTG.

"We knew that the only way we could get this direct access to the desktop was to be able to provide the type of content that consumers want and in a way that is going to be enjoyable and not interruptive to them," said Kate Donaho, group creative director at T3.

There is a rich media "Scoop" area where information is presented in an editorial format. In addition, there's a My Stuff section that has a calendar customers can use to set reminders. Future additions include local store events and fashion hints for favorite brands.

Share this article:
You must be a registered member of Direct Marketing News to post a comment.

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Digital Marketing

Video's Going Programmatic, New Study Contends

Video's Going Programmatic, New Study Contends

Some 60% of brands now buy online video programmatically, according to a study from AOL's Adap.TV.

Dollar Growth Rate of Video to Peak This Year

Dollar Growth Rate of Video to Peak This ...

It will increase by 56% to $6 billion, then taper off due to growth in inexpensive mobile placements, says a new study.

Alliance Data Spends $2.3 Billion to Buy Conversant

Alliance Data Spends $2.3 Billion to Buy Conversant

CEO Ed Heffernan says the acquisition "bulks up" the digital marketing power of Alliance and its Epsilon and Loyalty One units.