J.C. Penney delivers offers directly to consumers’ desktops
J.C. Penney and Co. Inc is collaborating with a British technology firm and a U.S. marketing firm in the launch of a new, downloadable application that bypasses e-mail to deliver sales offers, new product announcements and editorial content directly to consumer desktops.
The application, JCPToday, downloadable from JCPToday.com, can be engaged by consumers when they turn on their desktop. It delivers daily messages and news, including early access and first access to J.C. Penney sale events, product of the day picks and other information. Delivered content includes links to JCP store ads and the Jcp.com web site.
The application, which supports rich media, already can be customized to allow subscribers to set reminders about personal events such as birthdays and appointments. In the future, JCPToday will allow consumers to customize delivered content based on their registration information and preferences.
The application is built on the Live Notification Platform of Skinkers, a U.K. technology firm whose platform delivers information to subscribers. The platform server enables J.C. Penney to select individuals, or groups of users, for specific offers. It is also a two-way communication channel that allows users to respond to surveys and interact with the JCPenney website.
A key feature differentiating the Skinkers technology from really simply syndication, another means of delivering content to consumers’ desktops outside of e-mail, is the ability of the platform server to originate targeted content, according to a Skinkers spokeswoman. By contrast, really simple syndication, or RSS, broadcasts non-user-specific content, with users setting filters at their end to personalize the content they want delivered to their RSS reader.
The Skinkers platform is hosted by WTG, a London-based vendor that provides enterprise management products and services. U.S.-based marketing firm T3 and its emerging media group, T3 Labs, partnered with Penney in developing the application, including the initial design. T3 will continue to be involved in creative content and publishing support for JCPToday, according to Penney.
“We think JCPToday is a great way to initiate a conversation with our customers and we look forward to hearing what they think of the new application so we can enhance their experience even further,” says Dave Owen, manager of Internet customer relationship marketing for Jcp.com.
J.C. Penney is No. 12 in the Internet Retailer Top 500 Guide.
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