By George Anderson
J.C. Penney is determined to make consumers believe that it, whatever that may be, is really inside its stores.
The department store chain is set to launch the largest branding event in its history with a 15,000-square-foot virtual store in New York's Times Square to coincide with its sponsorship of the Academy Awards and a new campaign to promote Penney's private and exclusive label brands.
The "JCPenney Experience" store will open for business for three weeks beginning on March 3. The temporary or pop-up store will be modeled to look like the company's signature big red box. Inside will be interactive kiosks that will allow consumers to purchase from the retailer's "full range of merchandise."
"The JCPenney Experience will be a dramatic statement reflective of the changes taking place at JCPenney," said Myron (Mike) Ullman, chairman and chief executive officer of the company in a released statement. "From one of the most visible and visited spots in the world, JCPenney will highlight all that is new at our company. Shoppers will see that we are listening to what they tell us and focusing our brands and assortments to reflect their lifestyles, from trendy and modern to traditional and conservative. They will also experience first-hand the incredible power of www.jcp.com, the largest online department store in the world."
Mr. Ullman added, "Taken together, the full-scale branding campaign we are launching is designed to reinforce for our current customers JCPenney's commitment to offering exciting styles at smart prices in an easy, convenient shopping environment and make clear to new customers that it really is 'all inside' at JCPenney."
The company will support its new branding initiative with broadcast and print advertising. The company has also announced a marketing alliance with AOL/Yahoo, which will allow customers to view the company's TV advertisements online and click to buy featured merchandise.
Moderator's Comment: Have the frequency of retailers opening pop-up stores begun to erode their effectiveness as a buzz-generating vehicle? What are your thoughts on the J.C. Penney Experience? - George Anderson - Moderator