Earlier in the week, J.C. Penney reported 3rd quarter results. In addition to a comp store sales increase of 5.2%, the retailer reported an increase in their direct channel of 5%, driven by a 27% increase in online sales. Guess what must have happened to catalog/phone sales?
Also interesting was a comment that JCP enjoyed September sales increases because Macy's increased advertising. Management had this to say about Macy's: "We think they're obviously going through some difficulties with their integration, but we want them them to be healthy." Management noted that Penney's benefits when Macy's draws people to malls.
Never has it been more important to thoroughly understand how products, channels, brands and competitors all interact with each other.
Helping CEOs Understand How Customers Interact With Advertising, Products, Brands, and Channels
November 11, 2006
J.C. Penney 3rd Quarter Results
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