JC Penney to host virtual runway

Consumer research concludes people are making purchasing decisions from home. The internet is the primary source consumers use for product research and base initial purchasing decisions. JC Penney is expanding their virtual marketing campaign to tap into the home-based decision shopping trend.

Internet Retailer.com highlight’s JC Penney interactive fashion show and runway as the newest addition to the retailer’s online stores. The fashion show and runway will allow customers to browse the spring season’s trends and styles. JC Penney is planning to utilize the online runway for each season, proving the retailer is keeping in tune with consumer shopping habits.

JC Penney’s online runway will allow the retailer to attract consumer’s who are searching products online. JC Penney can strengthen their in-store marketing to piggy back on the virtual runway appeal. Mirroring in store promotions and merchandising to match the vitural platform will be the smartest move. Consumers should be able to view an out fit online and find the same outfit easily in the store. The mirroring of the online and in store marketing campaigns will have a direct impact on JC Penney’s customer experience program.

What other online and in store marketing campaigns have you seen are effective or in effective? How do you think the growth of home-based purchase decision making will have an effect on retailers?