JCPenney experiments with a new mobile app

The app in question allows JCP customers to take photos of apparel items in other stores, and (hopefully) find similar items in JCP stores or on their website. My brief comment (from RetailWire) follows:

I put this into the “it can’t hurt” category, like the JCPenney test with the Apple Phone. It’s likely that at least some of those millions of JCP customers carrying iPhones will find this to be a useful tool, and that it will drive some sales. There is a downside risk to Penney, however: How closely will the products in its own assortment mirror the designer goods being checked? Will there be a false promise of equivalent fit, finish and quality raised by the tool?

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