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JCPenney integrates iPads in-store to influence purchase decisions

By
February 8, 2011

The findmore initiative aims to help consumers find more while in-store

J. C. Penney Co. Inc. is integrating Apple’s iPad into the in-store experience to help guide consumers into making the right purchase decisions.

The company will begin rolling out a “findmore” experience using iPad to 50 fine jewelry departments nationwide. It has also rolled out its findmore smart fixtures to more than 120 select stores across the country.

“Fine jewelry associates will be able to use an iPad to showcase JCPenney’s full offering of bridal jewelry collections for customers – highlighting a variety of styles, cuts, sizes and metal options – all available under the company’s new Modern Bride concept,” said Kate Coultas brand corporate communications manager at JCPenney, Plano, TX.

“Associates can place a fine-jewelry jcp.com order from the store and have the item shipped to the customer’s home or to the local store,” she said.

“Incorporating features from the Modern Bride experience on jcp.com, the iPad app will include a notebook feature that allows users to add rings to a virtual notebook, where they can compare ring features side by side.”

JCP.com’s findmore
The iPad and in-store digital smart fixture initiatives are part of JCPenney’s overall findmore strategy.

Findmore encourages store associates and customers to “find more” by providing access to all of the product information available on jcp.com.

JCPenney hopes that giving customers access to jcp.com in the store ensures that customers find what they are looking when they visit JCPenney. 

The iPad will serve as an associate selling and education tool. JCPenney hopes it will help sales associates deliver a better customer service experience for shoppers.

“Launching an iPad experience in our fine-jewelry departments is just the latest extension of our findmore strategy, which encourages store associates and customers – whether using a findmore fixture, iPad, jcp.com-enabled point-of-sale register or in-store marketing pieces – to find more by providing access to the expanded assortments and product information available on jcp.com,” Ms. Coultas said.

“Having access to jcp.com in the store ensures that customers find what they are looking for when they visit a JCPenney store and also serves as an associate selling and education tool, allowing store associates to deliver exceptional customer service,” she said.

Final take
Here is some more information regarding JCPenney’s findmore intiative:

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Giselle Tsirulnik is senior editor at Mobile Commerce Daily and Mobile Marketer. Reach her at giselle@mobilemarketer.com.

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