Behavioral Retargeting

J.C. Penney is ripping up its marketing playbook once again, this time fashioning itself as the department store destination for Hispanics. It's a critical time for a retailer attempting a turnaround following three tumultuous years of management and agency upheaval, repeated shifts in strategy, and a marked decline in sales. In a push for growth, J.C. Penney isn't just zeroing in on the Hispanic customer — it's identified the demographic as its "North Star." The push will be on display this week with an expansive World Cup campaign that specifically addresses Latinas.

Hear several suggestions for using personalization, and about results marketers achieve when they treat customers as individuals.

With approximately 1.5 billion smartphones currently in use today, it's safe to say mobile is radically changing consumer retail behavior. To maximize in-store sales opportunities and minimize hurdles to purchase, retailers must change their approach to reach a new generation of consumers steeped in a mobile lifestyle. But how should retailers best interact with their customers in this new age of mobile? A new innovation from Apple could be one answer: iBeacon.