JCPenney 2009 Annual Report Download - page 11

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Step Ahead Style
The Little Red Book was created to showcase our
renowned designers, and the fact that JCPenney offers
the latest trends and hottest women’s styles. At jcp.com,
the Little Red Book interactive experience helps our
customers nd “it” items, styling options and ideas
for fresh looks. To complement this, we launched an
interactive, virtual runway show on jcp.com, where
customers have the best seat in the house to see
that our style is a step ahead.
Remix Your Style
This new online feature lets shoppers mix contemporary
styles to create head-to-toe ensembles. They can share
the looks they have created with friends, post their
favorites, and easily purchase the items they love.
When Shopping Channels Unite
JCPenney is focused on a highly integrated strategy that brings
together the Company’s online and ofine stores. We have started
to unite these two worlds with the launch of digital in-store customer
experiences, such as the FindMore smart xture. Using its touchscreen,
shoppers can view jcp.com’s vast assortment of merchandise, print
out receipts for items selected online, and then purchase them at an
in-store register. Enhancements to the program for 2010 include
putting FindMore xtures in more stores and adding the option to
purchase directly from them.
Stepping Up Our Connections
Technology constantly delivers new opportunities to reach our customers. During the year, we continued
to invest in our digital platform, which includes jcp.com, social media, mobile and our FindMore xtures
in stores. We also launched the JCPenney Weekly Deals iPhone application to allow users to browse sale
items, create shopping lists and nd stores, building on our “Know Before You Go” initiative. Innovations
like these, along with the use of social networking sites such as Twitter and Facebook,
keep us conveniently connected to our customers.
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