Industry Eye: Prospecting - Crutcheze.com, OfficeMax, Sears, J.C. Penney

Sears and rival J.C. Penney also have focused heavily on specific seasons. Sears has begun promoting "Christmas Lane" sections on its website, touting discounts on toys purchased as gifts for Christmas 2009. In July, Penney launched a "Schooled in Style: Smart Looks for Less" integrated
marketing campaign for the back-to-school season. The campaign combined digital, social and mobile media with traditional media, as well as special events and promotions. Among Penney's digital efforts are a customized, teen-oriented Facebook page and a microsite, jcp.com/teen. 
—Paul Miller