Thursday, November 19, 2009

JC Penny Has Been Pushing Their Move For A Long Time

I just read that JC Penny will no longer publish their twice a year "big book" catalog. Now this explains something I had found nearly inexplicable before. You see, JCP had obtained my email address years ago. I had bought some shoes. Actually, over time I've bought quite a bit from their clothing line. Then, with no change in my buying habits, JCP started sending me emails like machine-gun fire, at least once a week and sometimes more often. Usually, I didn't respond enough even to delete it. Once per week in my email flow, isn't enough to get disturbed over. I just wondered what the tact was. Some people, I thought, would get completely annoyed by getting spammed by JCP. We all know who they are. They seem rather amateurish in their online communication methods. I visited their website for the first time today. HUGE SALE reads the main graphic along with "joy of giving" and "free shipping" all on an aspx page which means Microsoft servers. JCP is seeming a little bit stodgy to me. Oh yes, there is a link to "follow us on Facebook" but really, who...?

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

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