What retailers can learn about in-store mobile from J.C. Penney

04/10/2013 | MobileCommerceDaily.com

The troubled tenure of departing J.C. Penney CEO Ron Johnson shows the dangers of trying to change too much about a company's retail experience in a short period of time, analysts say. Coming from Apple, Johnson upended much of the retailer's previous practices, among other things by trying to appeal to younger consumers and implementing an in-store mobile strategy. "I would say this is not a referendum on mobile in-store; this is a referendum on overturning the value proposition while you change everything else around it. Their consumers simply weren't prepared for that," said Stephen Burke, vice president of mobile at Resource.

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