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JCPenney pushes month-long sales via time-sensitive mobile campaign

By
May 17, 2012

Department store chain JCPenney is continuing to encourage consumers to shop via its mobile offerings through a new campaign that promotes the company’s latest products.

JCPenney is running the mobile advertising campaign within Pandora’s iPhone application. The company has used Pandora in the past to boast brand awareness.

“Adoption rates on the use of mobile devices – particularly smartphones – continue to soar,” said Kate Coultas, a spokeswoman for JCPenney, Plano, TX.

“With users keeping their mobile devices often only an arm’s length away, they naturally turn to their mobile device first when it comes to accessing news and information, entertainment and even shopping,” she said.

Spring trends
The JCPenney expandable mobile ad reads “Over 500 month-long values. Shop Now. Free Shipping Over $50. Free to Stores No Minimum.”

When consumers tap on the mobile ad, they are redirected to the company’s mobile site where they can shop by category, including women, juniors, mens and kids.

Consumers can shop the latest trends

From there, users can also find the nearest store location to view the products in person, check their shopping bag and use the keyword feature if they are looking for something specific.

In addition to running mobile ads, JCPenney is also running audio ads that promote the latest trends.

This mobile campaign solidifies how important it is for marketers to continue their mobile advertising push no matter what season it is.

It is critical to always stay up-to-date.

Past efforts
Earlier this year, JCPenney ran mobile ads within the Hulu Plus iPhone application that let users shop via the retailer’s mobile site.

The JCPenney ads promoted the company’s new month-long sales that are part of a larger rebranding move. The mobile ads ran as in-stream video commercials (see story).

Most recently, the company ran a time-sensitive SMS campaign that promoted its Easter dresses.

JCPenney sent out a text message to drive consumers in-store for a one-day event for children. The SMS message also included a link to let users shop Easter clothing from the company’s mobile site (see story).

“Mobile advertising continues to play an important role in our overall marketing mix,” Ms. Coultas said.

“Our ad campaign on Pandora is part of our overall integrated marketing campaign aimed at educating customers on our offerings at JCPenney this May,” she said.

Final Take
Rimma Kats is associate editor on Mobile Commerce Daily, New York 

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Rimma Kats is associate editor on Mobile Commerce Daily and Mobile Marketer. Reach her at rimma@mobilemarketer.com.

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