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JCPenny's Mike Ullman on Customers And Change

Yesterday morning, Mike Ullman gave the keynote at Shop.org FirstLook in Orlando. Mike is the Chairman and CEO of J.C. Penney. He described JC Penny's efforts to integrate their stores, web, and catalog efforts, and how they're using their $1B+ annual media spend. Ullman on the Penny's customer:
She has too little time, too little money, and two little kids.
(Can you describe your target customer as well in 12 words?) Ullman on organizational change:
Until the CEO says something 100 times, no one believes it.
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