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JCPenney marketing blitz includes 'virtual store' in NYC

Carole Sloan -- Furniture Today, March 5, 2006

New York — JCPenney has launched a marketing blitz that began with the opening of a temporary 15,000-square-foot "virtual store" at One Times Square here.

The three-story JCPenney Experience is open through March 26. The building has been transformed into a big red box, after the company's trademark.

Home goods are on the top floor, featuring the JCPenney Home Collection and its Chris Madden and newly launched Studio lines. Apparel is on the other two floors.

The store doesn't carry inventory, but shoppers can buy everything displayed in the store online, using interactive kiosks that feature more than 250,000 items on www.jcp.com.

The store also is hosting a range of special events, including a star-studded benefit for Broadway Cares: Equity Fights AIDS, which was held March 2.

On March 5, Penney was the exclusive retail sponsor of the Academy Awards, its fifth year of participation. The Oscar sponsorship launched the company's spring advertising campaign.

JCPenney has an online marketing alliance with AOL/Yahoo that allows customers to watch the TV ads online and buy the featured merchandise.

"This is a dramatic statement reflective of the changes taking place ... highlighting all that is new at our company," said Myron Ullman III, Penney's chairman and CEO.

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