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JCPenney iAd influences holiday shopping behavior via mobile coupons

Department store chain J. C. Penney Co. Inc. is running a mobile campaign across Apple’s iAd network to influence holiday shopping behavior by distributing mobile coupons.

The iAd units also let consumers distribute gift lists via SMS, find a bricks-and-mortar store via a store locator, make purchases via JCPenney’s mobile Web site and download its iPhone application.

“We are among the first companies to connect with consumers through Apple’s new iAd platform with the launch of a rich, interactive mobile ad reaching iPhone and iPod touch users right in their favorite apps,” said Kate Coultas, spokeswoman for JCPenney, Dallas.

“We launched our first iAd this back-to-school season, and now with the holidays we have launched a new iAd that features a gift hunting game, encouraging users to find a $10-off-$50 coupon as they explore an assortment of JCPenney gifts,” she said.

This summer, JCPenney was already thinking about its holiday season sales push, as the retail giant rolled out several applications under its Weekly Deals banner, including one for Android and another for iPad, to push mobile coupons and discount information (see story).

JCPenney’s “New Look. New Year. Who Knew!” multichannel back-to-school campaign featured ads that ran across Apple’s iAd network, mobile coupons, a WAP site for teens and an iPhone application (see story).

The department store chain is partnering with various mobile social networks to distribute a Christmas-themed promotional offer featuring badges and mobile coupons (see story).

Apple campaign for the holidays
The creative of the mobile campaign is consistent with the rest of JCPenney’s multichannel holiday marketing push.

Within JCPenney’s holiday-themed iAd, users can text lists of gift items to themselves or friends for easy reference when Christmas shopping in store or via JCPenney’s mobile commerce-enabled site.

Users can also access a store locator tool and download the JCPenney iPhone application via the iAd.

“We are targeting lifestyle and entertainment apps,” Ms. Coultas said. “These are mostly geared towards women.”

Final Take
New Look. New Year. Who Knew?!