Hot Button Topics for May 2013: How JCPenney "Could Have" Used Panel To Keep Customers and Employees Happy Survey Analytics Education Hour for May 2013 presented by Esther LaVielle, VP of Client Services at Survey Analytics, explained how panel could have saved JCPenney $4.3 billion dollars in losses and kept their most loyal customers and employees happy. Based upon recent feedback, we shared the value of a research panel and demonstrated trends and best practices for setting up and managing your panel. From customer satisfaction to the voice of the customer, you can get more accurate and relevant data in real time by using a research panel and easily managing it right inside your Survey Analytics account.

1. The Value of Panel for More Accurate
Customer Insights
Wednesday May 29th, 2013
10 AM PST
Wednesday, June 26, 13

2. Welcome To The 2nd
Education Hour!
About Education Hour
TheValue Of Implementing A Panel Solution
What Not To Do & Panel Can Influence Strategy
Q & A
Agenda ...
Esther LaVielle
VP of Client Services
Wednesday, June 26, 13

3. What is Education Hour?
One hour monthly education session open to all clients
Based on customer-driven feedback
You tell us what you want to learn each month!
Goal: Offer a unique training session
on a variety of topics, products,
and services offered by Survey Analytics
Training Planned for 2013:
TurnYour Survey Into an Interactive Survey
How to Run Mobile Survey Projects
Run A MR Study Using Multiple Deployment Strategies
Wednesday, June 26, 13

4. Define Panel Management
• SurveyAnalytics's panel management tool provides services for creating your
own panel portal. Create and manage your own online or mobile
community!
• After recruiting your panel, create targeted segments of your panel to send
surveys and other email based marketing materials online or via mobile
• Fully customizable to fit look and feel of desired online communities
• Manage point and rewards that participating panelists want to earn
Wednesday, June 26, 13

5. What kind of companies use
panel management solutions?
“ Panels are an ideal solution for companies whose customers ant engaged in social media. In industries
where your products are perceived as a commodity, panels are a standout way to differentiate.
If you can manage an online survey or your Facebook profile - you can manage a panel. It's as easy as
clicking through a few profile selections, sending an email and that's it.”
- Ivana Taylor, DIYMarketers.com
Wednesday, June 26, 13

6. What Is TheValue Of A Panel
Management Solution ForYour Company?
Low Costs
HighValue
Cost Benefit Efficiency
Business Benefit
Productivity &
Effectiveness
Wednesday, June 26, 13

7. What Is TheValue Of A Panel
Management Solution ForYour Company?
Low Costs
HighValue
Cost Benefit Efficiency
Business Benefit
Productivity &
Effectiveness
Determine Optimum
Value & Cost
Wednesday, June 26, 13

8. Every business needs a way to objectively determine the
business value of any investment decision
Value Added orValue Lost?
1.View & AnalyzeValue of All Investments
HQ, Employees,Technology: Panel,
Overhead, Projects, Processes, etc.
2. Prioritize initiatives & allocate funding based on
value for department or company
1. R & D 2.Technology
3. Sales 4. Staff Lunches
3. Make Better Decisions Sooner
or Add Revenue Panel = $$$$$
4. Predict the impact of changes &
eliminate unneeded costs
New Technology =
Layoffs or New Hires?
5. Increase utilization levels of current
systems & resources
What do we already have that we
can use more often?
6. Balance value with possible risk High Risk = High Reward?
Wednesday, June 26, 13

9. To Panel or Not To Panel?
Wednesday, June 26, 13

10. To Panel or Not To Panel?
Trendsetter
or
Follower?
Wednesday, June 26, 13

11. To Panel or Not To Panel?
Trendsetter
or
Follower?
Apple or JC Penny?
Mix of Both?
Wednesday, June 26, 13

12. To Panel or Not To Panel?
What is theVALUE of
staying connected
with customers in an
exclusive community?
Trendsetter
or
Follower?
Apple or JC Penny?
Mix of Both?
Wednesday, June 26, 13

13. To Panel or Not To Panel?
What is theVALUE of
staying connected
with customers in an
exclusive community?
Trendsetter
or
Follower?
Apple or JC Penny?
Mix of Both?
Industry
R & D
VOC-dependent
Wednesday, June 26, 13

14. To Panel or Not To Panel?
What is theVALUE of
staying connected
with customers in an
exclusive community?
Trendsetter
or
Follower?
Commitment to
set up
&
maintenance
Apple or JC Penny?
Mix of Both?
Industry
R & D
VOC-dependent
Wednesday, June 26, 13

15. To Panel or Not To Panel?
What is theVALUE of
staying connected
with customers in an
exclusive community?
Trendsetter
or
Follower?
Commitment to
set up
&
maintenance
Apple or JC Penny?
Mix of Both?
Industry
R & D
VOC-dependent
Put in muscle
to hustle
Wednesday, June 26, 13

16. What Not To Do ...
Former SeniorVP
Retail Operations
Apple
Became CEO of
JC Penny in 2011
Now: Ex-CEO
Failed understanding of JC
Penny’s core customers
Meet Ron Johnson
Wednesday, June 26, 13

17. APPLE vs. JC PENNEY
“People come to the Apple Store for the experience — and
they're willing to pay a premium for that.” - RJ
Demos of the hottest and newly released products, Genius Bar,
convenient accessories & software, pricing is constant.
Conservative shoppers looking for bargins and deals
for clothes, kitchenware, optical, etc.
Many old stores in small towns/cities that
need upgrades
What I learned Building the Apple Store- Ron Johnson
http://blogs.hbr.org/cs/2011/11/what_i_learned_building_the_ap.html
Wednesday, June 26, 13

18. "How do we reinvent the store to enrich our customers' lives?"
Wednesday, June 26, 13

19. "How do we reinvent the store to enrich our customers' lives?"
Planned to renovate its retail spaces to include a "Main
Street" of 80 to 100 branded shops -- that is, stores within
stores
Revamped its pricing structure to abandon sales and coupons
in favor of consistently low prices
Wednesday, June 26, 13

20. "How do we reinvent the store to enrich our customers' lives?"
Planned to renovate its retail spaces to include a "Main
Street" of 80 to 100 branded shops -- that is, stores within
stores
Revamped its pricing structure to abandon sales and coupons
in favor of consistently low prices
Changed JC Penney to JCP, 3 logo changes in 3 years
Added hot brands geared towards a more fashion forward
consumer
Employee pay scale changed: No more commissions
Wednesday, June 26, 13

21. Taking a bite out of Apple’s innovation strategy did not work
because...
Wednesday, June 26, 13

22. Taking a bite out of Apple’s innovation strategy did not work
because...
Similar to Apple, Johnson did not consider a staged roll-out.
Immediately rejected everything existing customers believed about the chain and made it clear
with the first major TV ad campaign under his watch
“Testing would have been impossible because the company needed quick results...”
If he hadn’t taken a strong stance against discounting, he would not have been able to get new,
stylish brands on board.
When it came to coupons, he made an arrogant assessment that customers needed to be
“educated” as to how the new pricing strategy worked.
He also likened the coupons beloved by so many core shoppers as drugs that customers
needed to be weaned off.
Wednesday, June 26, 13

23. Customer Feedback on JC Penney Makeover
After changes were made, a survey was sent to 600 customers in late 2012.
67% negatively rated JCP’s facelift to clothing offered and pricing changes.
"He’s working hard to 'de-frump' the store without considering that many if not most
of its customers might have shopped there precisely because they like the more
conservative frumpy look.Am I frumpy? Probably. Does that bother me? No, not at all."
- Donna Jones, former JC Penney customer
Wednesday, June 26, 13

24. What Is The Value JCP’s Strategy in 2012?
Low Costs
HighValue
Cost Benefit Efficiency
Business Benefit
Productivity &
Effectiveness
Wednesday, June 26, 13

25. What Is The Value JCP’s Strategy in 2012?
Low Costs
HighValue
Cost Benefit Efficiency
Business Benefit
Productivity &
Effectiveness
- $4.3 Billion in Losses
60% stock value plummeted
Board’s disapproval cost him 97% of his performance based pay
Wednesday, June 26, 13

26. What Is The Value JCP’s Strategy in 2012?
Low Costs
HighValue
Cost Benefit Efficiency
Business Benefit
Productivity &
Effectiveness
- $4.3 Billion in Losses
60% stock value plummeted
Board’s disapproval cost him 97% of his performance based pay
Wednesday, June 26, 13

27. What Is The Value JCP’s Strategy in 2012?
Low Costs
HighValue
Cost Benefit Efficiency
Business Benefit
Productivity &
Effectiveness Optimum
Value & Cost not achieved
- $4.3 Billion in Losses
60% stock value plummeted
Board’s disapproval cost him 97% of his performance based pay
Wednesday, June 26, 13

28. Let’s Time Travel Back To 2011...
Wednesday, June 26, 13

29. Let’s Time Travel Back To 2011...
Renovate its retail spaces to include a "Main Street" of 80 to
100 branded shops -- that is, stores within stores
Renovate its retail spaces to include a "Main Street" of 80 to
100 branded shops -- that is, stores within stores
Renovate its retail spaces to include a "Main Street" of 80 to
100 branded shops -- that is, stores within stores
Renovate its retail spaces to include a "Main Street" of 80 to
100 branded shops -- that is, stores within stores
Renovate its retail spaces to include a "Main Street" of 80 to
100 branded shops -- that is, stores within stores
Create 3 different
panels: Profile
Loyal customers
Non customers
Store Employees
Recruit Panelists
through store coupons
and “Cash in store”
incentives
Send survey to online
& mobile community
Run Geofencing &
Mobile Ethnography
studies to analyze real-
time shopping
experiences
Target specific
segments in your panel
and survey on New/
Existing brands, and
pictures of store
within store concept.
Analyze data received
& and roll out “store
within store” tests
with panelists in the
area giving direct
feedback on
experience.
Wednesday, June 26, 13

30. Let’s Time Travel Back To 2011...
Renovate its retail spaces to include a "Main Street" of 80 to
100 branded shops -- that is, stores within stores
Renovate its retail spaces to include a "Main Street" of 80 to
100 branded shops -- that is, stores within stores
Renovate its retail spaces to include a "Main Street" of 80 to
100 branded shops -- that is, stores within stores
Renovate its retail spaces to include a "Main Street" of 80 to
100 branded shops -- that is, stores within stores
Renovate its retail spaces to include a "Main Street" of 80 to
100 branded shops -- that is, stores within stores
Create 3 different
panels: Profile
Loyal customers
Non customers
Store Employees
Recruit Panelists
through store coupons
and “Cash in store”
incentives
Send survey to online
& mobile community
Run Geofencing &
Mobile Ethnography
studies to analyze real-
time shopping
experiences
Target specific
segments in your panel
and survey on New/
Existing brands, and
pictures of store
within store concept.
Analyze data received
& and roll out “store
within store” tests
with panelists in the
area giving direct
feedback on
experience.
Wednesday, June 26, 13

31. Let’s Time Travel Back To 2011...
Renovate its retail spaces to include a "Main Street" of 80 to
100 branded shops -- that is, stores within stores
Renovate its retail spaces to include a "Main Street" of 80 to
100 branded shops -- that is, stores within stores
Renovate its retail spaces to include a "Main Street" of 80 to
100 branded shops -- that is, stores within stores
Renovate its retail spaces to include a "Main Street" of 80 to
100 branded shops -- that is, stores within stores
Renovate its retail spaces to include a "Main Street" of 80 to
100 branded shops -- that is, stores within stores
Create 3 different
panels: Profile
Loyal customers
Non customers
Store Employees
Recruit Panelists
through store coupons
and “Cash in store”
incentives
Send survey to online
& mobile community
Run Geofencing &
Mobile Ethnography
studies to analyze real-
time shopping
experiences
Target specific
segments in your panel
and survey on New/
Existing brands, and
pictures of store
within store concept.
Analyze data received
& and roll out “store
within store” tests
with panelists in the
area giving direct
feedback on
experience.
Wednesday, June 26, 13

32. Let’s Time Travel Back To 2011...
Renovate its retail spaces to include a "Main Street" of 80 to
100 branded shops -- that is, stores within stores
Renovate its retail spaces to include a "Main Street" of 80 to
100 branded shops -- that is, stores within stores
Renovate its retail spaces to include a "Main Street" of 80 to
100 branded shops -- that is, stores within stores
Renovate its retail spaces to include a "Main Street" of 80 to
100 branded shops -- that is, stores within stores
Renovate its retail spaces to include a "Main Street" of 80 to
100 branded shops -- that is, stores within stores
Create 3 different
panels: Profile
Loyal customers
Non customers
Store Employees
Recruit Panelists
through store coupons
and “Cash in store”
incentives
Send survey to online
& mobile community
Run Geofencing &
Mobile Ethnography
studies to analyze real-
time shopping
experiences
Target specific
segments in your panel
and survey on New/
Existing brands, and
pictures of store
within store concept.
Analyze data received
& and roll out “store
within store” tests
with panelists in the
area giving direct
feedback on
experience.
Wednesday, June 26, 13

33. Let’s Time Travel Back To 2011...
Renovate its retail spaces to include a "Main Street" of 80 to
100 branded shops -- that is, stores within stores
Renovate its retail spaces to include a "Main Street" of 80 to
100 branded shops -- that is, stores within stores
Renovate its retail spaces to include a "Main Street" of 80 to
100 branded shops -- that is, stores within stores
Renovate its retail spaces to include a "Main Street" of 80 to
100 branded shops -- that is, stores within stores
Renovate its retail spaces to include a "Main Street" of 80 to
100 branded shops -- that is, stores within stores
Create 3 different
panels: Profile
Loyal customers
Non customers
Store Employees
Recruit Panelists
through store coupons
and “Cash in store”
incentives
Send survey to online
& mobile community
Run Geofencing &
Mobile Ethnography
studies to analyze real-
time shopping
experiences
Target specific
segments in your panel
and survey on New/
Existing brands, and
pictures of store
within store concept.
Analyze data received
& and roll out “store
within store” tests
with panelists in the
area giving direct
feedback on
experience.
Wednesday, June 26, 13

34. Loyal Customer Panel Site
Wednesday, June 26, 13

35. Employee Panel
Wednesday, June 26, 13

36. Mall Shoppers Panel
Wednesday, June 26, 13

37. Member Portal for Mall Shoppers
Wednesday, June 26, 13

38. Set up Coupon and Discount Code Incentives
to Recruit JCP Shoppers, Non Customers,
& Store Employees
Join and receive
coupons for
Scan to tell us about
your shopping
experience with JCP
Wednesday, June 26, 13

39. Set up Coupon and Discount Code Incentives
to Recruit JCP Shoppers, Non Customers,
& Store Employees
Offer Coupons
and Instant Cash
to join Panel
Join and receive
coupons for
Scan to tell us about
your shopping
experience with JCP
Wednesday, June 26, 13

40. Set up Coupon and Discount Code Incentives
to Recruit JCP Shoppers, Non Customers,
& Store Employees
Offer Coupons
and Instant Cash
to join Panel
Use social
media, website
pop ups, & in-
store marketing
incentive
Join and receive
coupons for
Scan to tell us about
your shopping
experience with JCP
Wednesday, June 26, 13

41. Set up Coupon and Discount Code Incentives
to Recruit JCP Shoppers, Non Customers,
& Store Employees
Offer Coupons
and Instant Cash
to join Panel
Use social
media, website
pop ups, & in-
store marketing
incentive
Create QR
Codes on
Recipes and
Coupons to
solicit feedback
Join and receive
coupons for
Scan to tell us about
your shopping
experience with JCP
Wednesday, June 26, 13

42. Set up Coupon and Discount Code Incentives
to Recruit JCP Shoppers, Non Customers,
& Store Employees
Offer Coupons
and Instant Cash
to join Panel
Use social
media, website
pop ups, & in-
store marketing
incentive
Create QR
Codes on
Recipes and
Coupons to
solicit feedback
Create a referral
program for
targeted
segments in
panel. Trackable.
Join and receive
coupons for
Scan to tell us about
your shopping
experience with JCP
Wednesday, June 26, 13

43. Run GeoFencing Survey on Loyal and Mall Shoppers Panel
Wednesday, June 26, 13

44. Run GeoFencing Survey on Loyal and Mall Shoppers Panel
Enable Mobile
Panel
Community
Wednesday, June 26, 13

45. Run GeoFencing Survey on Loyal and Mall Shoppers Panel
Enable Mobile
Panel
Community
Select Targeted
Stores to
analyze shopping
experience
Wednesday, June 26, 13

46. Run GeoFencing Survey on Loyal and Mall Shoppers Panel
Enable Mobile
Panel
Community
Select Targeted
Stores to
analyze shopping
experience
Turn On Life
Metrix Data
Collection
Wednesday, June 26, 13

47. Run GeoFencing Survey on Loyal and Mall Shoppers Panel
Enable Mobile
Panel
Community
Select Targeted
Stores to
analyze shopping
experience
Turn On Life
Metrix Data
Collection
Auto-send
surveys based
on geo location.
Collect real-
time feedback
Wednesday, June 26, 13

48. Target Segments of Participants
Wednesday, June 26, 13

49. Target Segments of Participants
Select Targeted Panelists based on
profiling information/past surveys
to analyze shopping experience in
renovated stores
Wednesday, June 26, 13

50. Target Segments of Participants
Select Targeted Panelists based on
profiling information/past surveys
to analyze shopping experience in
renovated stores
Wednesday, June 26, 13

51. Target Segments of Participants
Select Targeted Panelists based on
profiling information/past surveys
to analyze shopping experience in
renovated stores
Send follow up to targeted
online & mobile panelists
Wednesday, June 26, 13

52. Wednesday, June 26, 13

53. Revamp its pricing structure to abandon sales and coupons
in favor of consistently low prices
Revamp its pricing structure to abandon sales and coupons
in favor of consistently low prices
Revamp its pricing structure to abandon sales and coupons
in favor of consistently low prices
Revamp its pricing structure to abandon sales and coupons
in favor of consistently low prices
Revamp its pricing structure to abandon sales and coupons
in favor of consistently low prices
Survey, loyal and non
customer panels, and
store employees on
coupons & JCP
discounts
Measure levels of
satisfaction shopping
experiences with and
without coupons
Introduce & test
concept of new brand
names with
consistently low prices
Keep existing store
brands at discount/
coupon levels
Open an online forum
for JCP employees
panelists to join to give
feedback on new brand
pricing concepts
Analyze data received
& and roll out “store
within store” tests
with panelists in the
area giving direct
feedback on
experience.
Wednesday, June 26, 13

54. Revamp its pricing structure to abandon sales and coupons
in favor of consistently low prices
Revamp its pricing structure to abandon sales and coupons
in favor of consistently low prices
Revamp its pricing structure to abandon sales and coupons
in favor of consistently low prices
Revamp its pricing structure to abandon sales and coupons
in favor of consistently low prices
Revamp its pricing structure to abandon sales and coupons
in favor of consistently low prices
Survey, loyal and non
customer panels, and
store employees on
coupons & JCP
discounts
Measure levels of
satisfaction shopping
experiences with and
without coupons
Introduce & test
concept of new brand
names with
consistently low prices
Keep existing store
brands at discount/
coupon levels
Open an online forum
for JCP employees
panelists to join to give
feedback on new brand
pricing concepts
Analyze data received
& and roll out “store
within store” tests
with panelists in the
area giving direct
feedback on
experience.
Wednesday, June 26, 13

55. Revamp its pricing structure to abandon sales and coupons
in favor of consistently low prices
Revamp its pricing structure to abandon sales and coupons
in favor of consistently low prices
Revamp its pricing structure to abandon sales and coupons
in favor of consistently low prices
Revamp its pricing structure to abandon sales and coupons
in favor of consistently low prices
Revamp its pricing structure to abandon sales and coupons
in favor of consistently low prices
Survey, loyal and non
customer panels, and
store employees on
coupons & JCP
discounts
Measure levels of
satisfaction shopping
experiences with and
without coupons
Introduce & test
concept of new brand
names with
consistently low prices
Keep existing store
brands at discount/
coupon levels
Open an online forum
for JCP employees
panelists to join to give
feedback on new brand
pricing concepts
Analyze data received
& and roll out “store
within store” tests
with panelists in the
area giving direct
feedback on
experience.
Wednesday, June 26, 13

56. Revamp its pricing structure to abandon sales and coupons
in favor of consistently low prices
Revamp its pricing structure to abandon sales and coupons
in favor of consistently low prices
Revamp its pricing structure to abandon sales and coupons
in favor of consistently low prices
Revamp its pricing structure to abandon sales and coupons
in favor of consistently low prices
Revamp its pricing structure to abandon sales and coupons
in favor of consistently low prices
Survey, loyal and non
customer panels, and
store employees on
coupons & JCP
discounts
Measure levels of
satisfaction shopping
experiences with and
without coupons
Introduce & test
concept of new brand
names with
consistently low prices
Keep existing store
brands at discount/
coupon levels
Open an online forum
for JCP employees
panelists to join to give
feedback on new brand
pricing concepts
Analyze data received
& and roll out “store
within store” tests
with panelists in the
area giving direct
feedback on
experience.
Wednesday, June 26, 13

57. Revamp its pricing structure to abandon sales and coupons
in favor of consistently low prices
Revamp its pricing structure to abandon sales and coupons
in favor of consistently low prices
Revamp its pricing structure to abandon sales and coupons
in favor of consistently low prices
Revamp its pricing structure to abandon sales and coupons
in favor of consistently low prices
Revamp its pricing structure to abandon sales and coupons
in favor of consistently low prices
Survey, loyal and non
customer panels, and
store employees on
coupons & JCP
discounts
Measure levels of
satisfaction shopping
experiences with and
without coupons
Introduce & test
concept of new brand
names with
consistently low prices
Keep existing store
brands at discount/
coupon levels
Open an online forum
for JCP employees
panelists to join to give
feedback on new brand
pricing concepts
Analyze data received
& and roll out “store
within store” tests
with panelists in the
area giving direct
feedback on
experience.
Wednesday, June 26, 13

58. Create Panel Discussion Group
Wednesday, June 26, 13

59. Create Panel Discussion Group
Online Panel Discussion :
Title >> Status>> Session type
>> Time Window
Wednesday, June 26, 13

60. Create Panel Discussion Group
Online Panel Discussion :
Title >> Status>> Session type
>> Time Window
Wednesday, June 26, 13

61. Create Panel Discussion Group
Online Panel Discussion :
Title >> Status>> Session type
>> Time Window
Analyze Qualitative Data
received from online forum
Wednesday, June 26, 13

62. Wednesday, June 26, 13

63. Change JC Penney To JCP & Logo ChangesChange JC Penney To JCP & Logo ChangesChange JC Penney To JCP & Logo ChangesChange JC Penney To JCP & Logo ChangesChange JC Penney To JCP & Logo Changes
Survey, loyal and non
customer panels, on
name change
Run Online forum for
both loyal and non
customers on the new
JCP acronym
Target select panelists
to review logo changes
and gather feedback
before deploying new
logo
Take data receive and
incorporate to logo
and name change.
Marketing message to
educate existing and
new customers.
Do follow up surveys
to previous
participants to give
feedback on new
rolled out changes
Wednesday, June 26, 13

64. Change JC Penney To JCP & Logo ChangesChange JC Penney To JCP & Logo ChangesChange JC Penney To JCP & Logo ChangesChange JC Penney To JCP & Logo ChangesChange JC Penney To JCP & Logo Changes
Survey, loyal and non
customer panels, on
name change
Run Online forum for
both loyal and non
customers on the new
JCP acronym
Target select panelists
to review logo changes
and gather feedback
before deploying new
logo
Take data receive and
incorporate to logo
and name change.
Marketing message to
educate existing and
new customers.
Do follow up surveys
to previous
participants to give
feedback on new
rolled out changes
Wednesday, June 26, 13

65. Change JC Penney To JCP & Logo ChangesChange JC Penney To JCP & Logo ChangesChange JC Penney To JCP & Logo ChangesChange JC Penney To JCP & Logo ChangesChange JC Penney To JCP & Logo Changes
Survey, loyal and non
customer panels, on
name change
Run Online forum for
both loyal and non
customers on the new
JCP acronym
Target select panelists
to review logo changes
and gather feedback
before deploying new
logo
Take data receive and
incorporate to logo
and name change.
Marketing message to
educate existing and
new customers.
Do follow up surveys
to previous
participants to give
feedback on new
rolled out changes
Wednesday, June 26, 13

66. Change JC Penney To JCP & Logo ChangesChange JC Penney To JCP & Logo ChangesChange JC Penney To JCP & Logo ChangesChange JC Penney To JCP & Logo ChangesChange JC Penney To JCP & Logo Changes
Survey, loyal and non
customer panels, on
name change
Run Online forum for
both loyal and non
customers on the new
JCP acronym
Target select panelists
to review logo changes
and gather feedback
before deploying new
logo
Take data receive and
incorporate to logo
and name change.
Marketing message to
educate existing and
new customers.
Do follow up surveys
to previous
participants to give
feedback on new
rolled out changes
Wednesday, June 26, 13

67. Change JC Penney To JCP & Logo ChangesChange JC Penney To JCP & Logo ChangesChange JC Penney To JCP & Logo ChangesChange JC Penney To JCP & Logo ChangesChange JC Penney To JCP & Logo Changes
Survey, loyal and non
customer panels, on
name change
Run Online forum for
both loyal and non
customers on the new
JCP acronym
Target select panelists
to review logo changes
and gather feedback
before deploying new
logo
Take data receive and
incorporate to logo
and name change.
Marketing message to
educate existing and
new customers.
Do follow up surveys
to previous
participants to give
feedback on new
rolled out changes
Wednesday, June 26, 13

68. Create Panel Discussion Group
Wednesday, June 26, 13

69. Create Panel Discussion Group
Online Panel Discussion :
Title >> Status>> Session type
>> Time Window
Wednesday, June 26, 13

70. Create Panel Discussion Group
Online Panel Discussion :
Title >> Status>> Session type
>> Time Window
Wednesday, June 26, 13

71. Create Panel Discussion Group
Online Panel Discussion :
Title >> Status>> Session type
>> Time Window
Analyze Qualitative Data on
logo changes
Wednesday, June 26, 13

72. Wednesday, June 26, 13

73. Add hot brands geared towards a more fashion forward consumerAdd hot brands geared towards a more fashion forward consumerAdd hot brands geared towards a more fashion forward consumerAdd hot brands geared towards a more fashion forward consumerAdd hot brands geared towards a more fashion forward consumer
Survey, loyal and non
customer panels, on
new brand names
knowledge
Run Online forum for
both loyal and non
customers about
“store within store”
brands.
Find out which existing
brands are loyal
customers passionate
about, and talk about
better ways to layout
shopping experiences
In test stores, select
panelists in the area to
participate in mobile
ethnography or
geofencing survey on
new and existing
brands found
Do follow up surveys
to previous
participants to give
feedback on new
rolled out branded
mini stores
Wednesday, June 26, 13

74. Add hot brands geared towards a more fashion forward consumerAdd hot brands geared towards a more fashion forward consumerAdd hot brands geared towards a more fashion forward consumerAdd hot brands geared towards a more fashion forward consumerAdd hot brands geared towards a more fashion forward consumer
Survey, loyal and non
customer panels, on
new brand names
knowledge
Run Online forum for
both loyal and non
customers about
“store within store”
brands.
Find out which existing
brands are loyal
customers passionate
about, and talk about
better ways to layout
shopping experiences
In test stores, select
panelists in the area to
participate in mobile
ethnography or
geofencing survey on
new and existing
brands found
Do follow up surveys
to previous
participants to give
feedback on new
rolled out branded
mini stores
Wednesday, June 26, 13

75. Add hot brands geared towards a more fashion forward consumerAdd hot brands geared towards a more fashion forward consumerAdd hot brands geared towards a more fashion forward consumerAdd hot brands geared towards a more fashion forward consumerAdd hot brands geared towards a more fashion forward consumer
Survey, loyal and non
customer panels, on
new brand names
knowledge
Run Online forum for
both loyal and non
customers about
“store within store”
brands.
Find out which existing
brands are loyal
customers passionate
about, and talk about
better ways to layout
shopping experiences
In test stores, select
panelists in the area to
participate in mobile
ethnography or
geofencing survey on
new and existing
brands found
Do follow up surveys
to previous
participants to give
feedback on new
rolled out branded
mini stores
Wednesday, June 26, 13

76. Add hot brands geared towards a more fashion forward consumerAdd hot brands geared towards a more fashion forward consumerAdd hot brands geared towards a more fashion forward consumerAdd hot brands geared towards a more fashion forward consumerAdd hot brands geared towards a more fashion forward consumer
Survey, loyal and non
customer panels, on
new brand names
knowledge
Run Online forum for
both loyal and non
customers about
“store within store”
brands.
Find out which existing
brands are loyal
customers passionate
about, and talk about
better ways to layout
shopping experiences
In test stores, select
panelists in the area to
participate in mobile
ethnography or
geofencing survey on
new and existing
brands found
Do follow up surveys
to previous
participants to give
feedback on new
rolled out branded
mini stores
Wednesday, June 26, 13

77. Add hot brands geared towards a more fashion forward consumerAdd hot brands geared towards a more fashion forward consumerAdd hot brands geared towards a more fashion forward consumerAdd hot brands geared towards a more fashion forward consumerAdd hot brands geared towards a more fashion forward consumer
Survey, loyal and non
customer panels, on
new brand names
knowledge
Run Online forum for
both loyal and non
customers about
“store within store”
brands.
Find out which existing
brands are loyal
customers passionate
about, and talk about
better ways to layout
shopping experiences
In test stores, select
panelists in the area to
participate in mobile
ethnography or
geofencing survey on
new and existing
brands found
Do follow up surveys
to previous
participants to give
feedback on new
rolled out branded
mini stores
Wednesday, June 26, 13

78. Mobile Ethnography with Panel Members
Wednesday, June 26, 13

79. Mobile Ethnography with Panel Members
Select Targeted
panelists near
remodeled
stores to
participate
Wednesday, June 26, 13

80. Mobile Ethnography with Panel Members
Select Targeted
panelists near
remodeled
stores to
participate
Run Mobile
Ethnography
Wednesday, June 26, 13

81. Mobile Ethnography with Panel Members
Select Targeted
panelists near
remodeled
stores to
participate
Run Mobile
Ethnography
Turn On Life
Metrix Data
Collection
Wednesday, June 26, 13

82. Mobile Ethnography with Panel Members
Select Targeted
panelists near
remodeled
stores to
participate
Run Mobile
Ethnography
Turn On Life
Metrix Data
Collection
Auto-send
surveys based
on geo location.
Collect real-
time feedback
Wednesday, June 26, 13

83. Wednesday, June 26, 13

84. Employee pay scale changed: No more commissionsEmployee pay scale changed: No more commissionsEmployee pay scale changed: No more commissionsEmployee pay scale changed: No more commissionsEmployee pay scale changed: No more commissions
Survey a panel of
employees who
receive commissions
for sales to get
feedback on pay
changes
Select a few employee
panelists for online
forum to discuss
alternative options to
commissions
Send out surveys to
those open to changes
in pay structure to get
feedback on any
changes that can boost
employee morale
In test stores, select
panelists in the area to
participate in mobile
field surveys on
customer interaction
with new pricing
model
Do follow up surveys
to previous
participants to give
feedback on new
rolled out pay
structure
Wednesday, June 26, 13

85. Employee pay scale changed: No more commissionsEmployee pay scale changed: No more commissionsEmployee pay scale changed: No more commissionsEmployee pay scale changed: No more commissionsEmployee pay scale changed: No more commissions
Survey a panel of
employees who
receive commissions
for sales to get
feedback on pay
changes
Select a few employee
panelists for online
forum to discuss
alternative options to
commissions
Send out surveys to
those open to changes
in pay structure to get
feedback on any
changes that can boost
employee morale
In test stores, select
panelists in the area to
participate in mobile
field surveys on
customer interaction
with new pricing
model
Do follow up surveys
to previous
participants to give
feedback on new
rolled out pay
structure
Wednesday, June 26, 13

86. Employee pay scale changed: No more commissionsEmployee pay scale changed: No more commissionsEmployee pay scale changed: No more commissionsEmployee pay scale changed: No more commissionsEmployee pay scale changed: No more commissions
Survey a panel of
employees who
receive commissions
for sales to get
feedback on pay
changes
Select a few employee
panelists for online
forum to discuss
alternative options to
commissions
Send out surveys to
those open to changes
in pay structure to get
feedback on any
changes that can boost
employee morale
In test stores, select
panelists in the area to
participate in mobile
field surveys on
customer interaction
with new pricing
model
Do follow up surveys
to previous
participants to give
feedback on new
rolled out pay
structure
Wednesday, June 26, 13

87. Employee pay scale changed: No more commissionsEmployee pay scale changed: No more commissionsEmployee pay scale changed: No more commissionsEmployee pay scale changed: No more commissionsEmployee pay scale changed: No more commissions
Survey a panel of
employees who
receive commissions
for sales to get
feedback on pay
changes
Select a few employee
panelists for online
forum to discuss
alternative options to
commissions
Send out surveys to
those open to changes
in pay structure to get
feedback on any
changes that can boost
employee morale
In test stores, select
panelists in the area to
participate in mobile
field surveys on
customer interaction
with new pricing
model
Do follow up surveys
to previous
participants to give
feedback on new
rolled out pay
structure
Wednesday, June 26, 13

88. Employee pay scale changed: No more commissionsEmployee pay scale changed: No more commissionsEmployee pay scale changed: No more commissionsEmployee pay scale changed: No more commissionsEmployee pay scale changed: No more commissions
Survey a panel of
employees who
receive commissions
for sales to get
feedback on pay
changes
Select a few employee
panelists for online
forum to discuss
alternative options to
commissions
Send out surveys to
those open to changes
in pay structure to get
feedback on any
changes that can boost
employee morale
In test stores, select
panelists in the area to
participate in mobile
field surveys on
customer interaction
with new pricing
model
Do follow up surveys
to previous
participants to give
feedback on new
rolled out pay
structure
Wednesday, June 26, 13

89. Field Research In Store Conducted By Store Employees
Wednesday, June 26, 13

90. Field Research In Store Conducted By Store Employees
Set up iPad
Kiosk at
registers
Wednesday, June 26, 13

91. Field Research In Store Conducted By Store Employees
Set up iPad
Kiosk at
registers
Anytime a
reaction to new
pricing occurs
have employees
document
Wednesday, June 26, 13

92. Field Research In Store Conducted By Store Employees
Set up iPad
Kiosk at
registers
Anytime a
reaction to new
pricing occurs
have employees
document
Use opportunity
to recruit to
customer panel
Wednesday, June 26, 13

93. Field Research In Store Conducted By Store Employees
Set up iPad
Kiosk at
registers
Anytime a
reaction to new
pricing occurs
have employees
document
Use opportunity
to recruit to
customer panel
Target
employees / new
customer panels
for further
feedback on
pricing/experience
Wednesday, June 26, 13

94. What Is The Value JCP’s Strategy With Panel?
Low Costs
HighValue
Cost Benefit Efficiency
Business Benefit
Productivity &
Effectiveness
Wednesday, June 26, 13

95. What Is The Value JCP’s Strategy With Panel?
Low Costs
HighValue
Cost Benefit Efficiency
Business Benefit
Productivity &
Effectiveness
Listening to customers and employees could have prevented $4.3
Billion in Losses
Stock value remained steady
Board’s approval of strategy based on feedback could have
increased the CEO’s performance based pay
Wednesday, June 26, 13

96. What Is The Value JCP’s Strategy With Panel?
Low Costs
HighValue
Cost Benefit Efficiency
Business Benefit
Productivity &
Effectiveness
Listening to customers and employees could have prevented $4.3
Billion in Losses
Stock value remained steady
Board’s approval of strategy based on feedback could have
increased the CEO’s performance based pay
Wednesday, June 26, 13

97. What Is The Value JCP’s Strategy With Panel?
Low Costs
HighValue
Cost Benefit Efficiency
Business Benefit
Productivity &
Effectiveness
Optimum
Value & Cost Achieved
Listening to customers and employees could have prevented $4.3
Billion in Losses
Stock value remained steady
Board’s approval of strategy based on feedback could have
increased the CEO’s performance based pay
Wednesday, June 26, 13

98. Kick Start Your Starter Panel!
Panel Management Giveaway
from Survey Analytics
Get entered into a drawing for a
free starter panel
Coming Summer 2013
Wednesday, June 26, 13

99. Email: Esther LaVielle
VP of Client Services
Esther.rmah@surveyanalytics.com
24/5 Chat
Email Support:
http://www.surveyanalytics.com/
help
Wednesday, June 26, 13

100. Thank you
For Joining Us!
See you at next
month’s
Education Hour!
Wednesday, June 26, 13