Best Retail Interactive Application

T3 recently helped JCPenney become the first department store retailer to provide its customers with a custom built, interactive desktop application – JCPToday.

Unlike most desktop applications which are static and take you to a Web site for more information, JCPToday is designed to enhance relationships between JCPenney and its customers by delivering sales offers, new product announcements and in-depth features directly to the consumer’s computer desktop. It can be downloaded for free from www.jcptoday.com.

Like a trusted adviser or best shopping buddy, JCPToday brings a wealth of useful information, including daily notifications offering rapid or even first access to JCPenney sale events, product-of-the-day picks and timely, actionable “scoops.” Handy links to current JCPenney store ads and the jcp.com Web site, as well as style tips, trends, and exclusive editorial content, put a wealth of options at the customer’s command, without so much as opening an e-mail.

JCPToday can be personalized, enabling subscribers to set simple reminders about important personal events like birthdays and appointments. In the future, JCPToday will offer more personalized content based on each person’s registration data and preferences, such as local store events or fashion hints for favorite brands.

JCPenney targeted its existing e-mail marketing list to download the application. The core demographic for the department store is women age 25-55. Rather than focus on attracting a large audience, JCPToday was targeted to a control group of existing customers in order to further enhance their relationship with JCPenney.

Contributors:

Group Creative Director:	Kate Donaho
Account Director:	Jennifer Dillahunty
Associate Creative Director:	Jennifer Faber
Project Management Supervisor:	Allison Onishi
Innovation Analyst and Producer:	Amy Torres
Senior Account Executive :	Taylor Hight
Copywriter:	Katie Kirkpatrick
Interactive Art Director :	Nathan Hardy
Interactive Art Director:	Jeff McAllister
Enterprise Architecture Analyst:	Marshall Wright

T3 (THE THINK TANK)

Location: United States