The Web Marketing Association is proud to present this 2008 Internet Advertising Competition Award for
Outstanding Achievement in Internet Advertising.
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