WHY WOULD A RESPECTED AUTHORITY RECOMMEND investing in two similar companies toughing it out in a seriously competitive field? Recently, thanks to my husband, I read a very interesting, eye-opening report from Citigroup that plainly stated why both firms were on the buy list.
Kohl’s and J.C. Penney, the companies addressed in the report, are (like most catalogers these days) true multichannel marketers. So there was a lot to learn from a detailed study that outlined the whys behind the positive reviews.
Have you seen Penney’s catalog, print ads and Web site lately? They’re clean, simple, attractive, motivational and generally well done (although the stores could still use some work). Thinking ahead of the pack, part of Penney’s media plan allows customers to view its TV commercials online, where ordering is just a click away. And there’s lots more under the hood of this revamped company than just updated graphics.
Deborah Weinswig of Citigroup’s New York research staff outlined why her company was pro-Penney:
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