Develop the e.commerce strategy for the proposed rebrand of JCP.
JCP wanted to identify a new breed of customer the new brands will attract.
This engagement included:
Identifying the new JCP customer and creating personas for this new customer
Developing an information architecture that supports the planned launch of 80+ new brands in 2013
Designing a series of experiences designed to increase conversion
New brands were coming onboard but the site platform cannot handle a significant visual or navigation overhaul.
The site and organization did not support editorial or curated content
Providing strategically placed vehicles for building richer customer profiles