"Mobile is the next frontier in online shopping," J.C. Penney says.
J.C. Penney Co. Inc. has armed associates in its Modern Bride departments with iPads containing a custom app. The associates use the tablets to help customers compare ring features and view online information. “Having access to jcp.com in the store ensures that customers find what they are looking for,” says Tom Nealon, group executive vice president, “and also serves as an associate education tool, allowing associates to deliver exceptional customer service.” For shoppers, the retailer offers a robust m-commerce site, elegant mobile apps and a text messaging program. And it’s using QR codes in its catalogs and stores to link readers to mobile content. “Mobile is the next frontier in online shopping,” Nealon says, “and we’re committed to continually develop mobile experiences that engage our customers.”