JCP's site features a photograph of a "family" that reflects the ultimate in PC/MC timidity. The Mom, Dad and daughter characters are all so racially ambiguous that you can't really tell from what cultural group they hail- the blended universal race of 2090 I guess. Not that I care, but JCP's attempt to be all things to all people makes them look more like Allianz than a retailer. In my world, we have people that look like these characters but we also have black, Asian, hispanic, white, Polynesian and more. What's JCP's point?
Then, on a whim I visited the Sears website. Full blown Web 2.0 with easy navigation and content rich. I'd read somewhere like WSJ that Sears had really taken their advertising strategies by the horns and their public by storm in a plunging economy to boot.
JCP's site has a clean looking Apple style menu bar at the top but when you mouseover menu items, the result is something like a dying Mario Brothers character.
I'll still shop at JCP but not at all because of their online communication efforts; rather despite that.
Probably the most amusing thing about the JCP website is the copyright notice in the site footer. Don't worry, JCP, the risk of your site being stolen is low.
Gmail Screenshot: JCP messages
Orange County Photography