JC Penney On the Cutting Edge

I don't know the future. I didn't come here to tell you how this is going to end. I came here to tell how it's going to begin... A world without rules or controls, borders or boundaries. A world where anything is possible. Where we go from there is a choice I leave to you. 
                             -Neo

When the revolution comes, don't expect rioting on the street.  Look for small signs from the masses that things have changed. And don't look for the loudest voices to herald its arrival, listen to the voices of the common man and woman. Anyone with a passion for technology and who has worked in mobility long enough has seen this pattern:

1) New technology hits the market

2) Some smart guy / gal figures out a cool and innovative application

3) Pundits call it a game-changer

4) Aficionados jump on board

5) [silence]

6) Go back to 1

A lot of energy is investing in educating the public "why they should care" instead of letting the market speak for itself.  In a previous life at a large operator we spent countless hours and dollars training our sales force to promote each new innovation.  I came to the conclusion that if I couldn't explain things to my mom in a few sentences, the technology didn't have a chance.

Today with the announcement of JP Penney's mobile coupon trial I think that we've finally turned a corner. This is something that mom would quickly understand.  JC Penney is running a trial for 2D mobile coupons that can be scanned at the counter.  I've clipped a coupon or two in my day, but I never seem to have them with me.  However, I don't go anywhere without my smartphone. With Starbucks recently announcing something similar, it shouldn't be long for this to get mass adoption.

Searching for and pulling up a coupon on site will change shopping behavior. Customers will instantly win once this becomes common place. Retailers win too. They will be able to capture more customer data and exercise more control over in-store discounting.  

As a child I remember whining as mom dragged me through JC Penneys bargain hunting for clothes. I certainly never envisioned the conclusion I've drawn today-- JC Penney is pretty cool. 

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