Retailer to open “virtual store” in New York
JCPenney Co. Inc. (Plano, Texas) will open a 15,000-square-foot virtual store in New York's Time Square next month, to launch a new spring ad campaign.
The "JCPenney Experience" will coincide with the Academy Awards television presentation on March 5. Penney has been a sponsor of the show for four years.
The store, at 42nd Street and Broadway, will sell items from the company's spring collections, including its large assortment of private brands. Transactions will be completed at interactive kiosks inside the store. Aside from debuting its spring ad campaign during the awards show, Penney said it also will launch a marketing campaign via broadcast and print advertising and online.