The company is running the campaign within Us magazine’s mobile site. JCPenney has turned to mobile advertising in the past to bolster in-store traffic, as well as sales.

“JCPenney has done a great job on this mobile ad, directing the ad to the right demographic on the US Magazine mobile site, and once the ad is clicked taking the consumer straight to the buy option on the mobile,” said Marci Troutman, CEO of SiteMinis, Atlanta.

Ms. Troutman is not affiliated with JCPenney. She commented based on her expertise on the subject.

JCPenney did not respond to press inquiries.

On-the-go shopping
When consumers tap on the JCPenney ad, they are redirected to the company’s mobile-optimized site where they can shop the latest Arizona Jean products.

In addition, users can also shop the company’s other selections and categorize their search by men’s, women’s and children’s.

Consumers can also use the search feature on the top of the screen to find a specific product.

Through the mobile site, consumers can also find the nearest JCPenney location to browse the products in-store, manage their email and mobile preferences, browse videos, sign-up for emails and alerts and get in touch with customer service.

A mobile campaign such as this is a great way for the company to stay top-of-mind.

It is critical for marketers to continue to add mobile into their marketing mix.

This initiative is not only a great way for the company to promote a specific brand, but also a good way to educate consumers to buy products through its mobile offerings.

Mobile past
JCPenney is no stranger to mobile.

This year alone, the company has been paving the way.

In March, JCPenney ran mobile ads within the Hulu Plus iPhone application that let users shop via the retailer’s mobile site (see story).

In July, the company used a variety of mediums including mobile, social and digital to increase awareness for its charitable giving program (see story).

Most recently, the department store chain announced that it would get rid of its traditional checkout method and replace it with mobile checkout devices and self-pay kiosks (see story).

“In one click consumers are able to view the promotion, and then buy the item – quick, simple, action,” Ms. Troutman said.

“Mobile marketing is supposed to be this simple,” she said. “The addition of the ability to track the order, and sign up for alerts makes this mobile action very thorough.”

Final Take
Rimma Kats is associate editor on Mobile Commerce Daily, New York