J.C. Penney Looks to the Web for Future Growth

In his keynote address at the 2008 Internet Retailer Conference & Exhibition in Chicago last week, Mike Boylson, executive vice president and chief marketing officer of J.C. Penney, discussed his company’s evolution and how the Web has become central to its growth mission.

With a $1.4 billion marketing budget, Penney certainly intends to fund its Web development generously. “It’s becoming an economic necessity to transform the marketing initiative to the digital space,” Boylson said, noting the rising costs involved with mailing catalogs.