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Social media "a big push" for JCP

Home Textiles Today Staff -- Home Textiles Today, 6/9/2010 1:47:17 PM

New York - J.C. Penney Company is increasingly relying on digital and social media formats to foster closer ties with its existing and new shoppers, the company said during its presentation this morning at the 30th annual Piper Jaffray Consumer Conference in New York City.

Jim Kenney, svp, corporate strategy and investor relations, said that while "there is still a lot to learn" about this emerging marketing channel, he urged that "the whole press forward in new media has been pretty interesting for us, and it's been a big push for us."

JCP claims to be the first retailer to roll out mobile coupons, which are currently being taken nationally.

Another related focus is JCP's presence on Facebook.
"The other thing we're a doing is developing a very strong profile on Facebook," he said. "I think we [have] well over 800,000 to 900,000 fans on Facebook on the JCP site and the JCP Team site."

On JCP's Facebook page, the company is promoting "not just sales but events, fashions, what is happening, linkages between celebrities and what is happening in our stores. Facebook in particular has been very, very positive."

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