{"id":13445,"date":"2024-10-17T18:33:09","date_gmt":"2024-10-17T18:33:09","guid":{"rendered":"https:\/\/dmsretail.com\/RetailNews\/j-c-penneys-holiday-playbook-deals-in-store-experiences-and-martha-stewart\/"},"modified":"2024-10-17T18:33:09","modified_gmt":"2024-10-17T18:33:09","slug":"j-c-penneys-holiday-playbook-deals-in-store-experiences-and-martha-stewart","status":"publish","type":"post","link":"https:\/\/dmsretail.com\/RetailNews\/j-c-penneys-holiday-playbook-deals-in-store-experiences-and-martha-stewart\/","title":{"rendered":"J.C. Penney\u2019s holiday playbook: Deals, in-store experiences and Martha Stewart"},"content":{"rendered":"<p> <p><a href=\"https:\/\/dmsretail.com\/online-workshops-list\/\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-496\" src=\"https:\/\/dmsretail.com\/RetailNews\/wp-content\/uploads\/2022\/05\/RETAIL-ONLINE-TRAINING-728-X-90.png\" alt=\"Retail Online Training\" width=\"729\" height=\"91\" srcset=\"https:\/\/dmsretail.com\/RetailNews\/wp-content\/uploads\/2022\/05\/RETAIL-ONLINE-TRAINING-728-X-90.png 729w, https:\/\/dmsretail.com\/RetailNews\/wp-content\/uploads\/2022\/05\/RETAIL-ONLINE-TRAINING-728-X-90-300x37.png 300w\" sizes=\"auto, (max-width: 729px) 100vw, 729px\" \/><\/a><\/p><br \/>\n<\/p>\n<div>\n<div class=\"text-to-speech\">\n    <button class=\"text-to-speech__button button\"><br \/>\n            <img decoding=\"async\" class=\"text-to-speech__button__icon\" src=\"https:\/\/www.retaildive.com\/static\/images\/audio_icon.svg?482016190122\" alt=\"\"\/><br \/>\n            Listen to the article<br \/>\n            <span class=\"text-to-speech__button__audio-length\">7 min<\/span><br \/>\n    <\/button><\/p>\n<div class=\"text-to-speech__controls\">\n        <audio controls=\"\" class=\"js-text-to-speech\" preload=\"none\"><source src=\"http:\/\/res.cloudinary.com\/dmgi9movl\/video\/upload\/q_1\/v1729178932\/news\/text_to_speech\/jcpenney-holiday-marketing-strategy-really-big-deal-reveals_hvtev6.wav\" type=\"audio\/mp3\"><\/source><\/audio><\/p>\n<div class=\"text-to-speech__controls__text\">\n            This audio is auto-generated. Please let us know if you have feedback.\n        <\/div>\n<\/p><\/div>\n<\/div>\n<p>J.C. Penney is doubling down on its commitment to working families for the holidays with a marketing strategy centered around in-person shopping experiences, high-profile partnerships and \u201cReally Big Deal Reveals.\u201d The retailer\u2019s plans, unveiled Thursday, also focus on its revamped loyalty program.<\/p>\n<p>J.C. Penney detailed its Q4 strategy at a virtual briefing hosted by CEO Marc Rosen and Chief Merchandising and Supply Chain Officer Michelle Wlazlo. Guiding the seasonal playbook is a $1 billion turnaround plan implemented last September that introduced a \u201cMake It Count\u201d brand positioning around affordability, loyalty, community and positivity.<\/p>\n<p>\u201cJ.C. Penney is in the business of bringing more joy by helping our customers make every dollar count this holiday season,\u201d said Rosen. \u201cWe\u2019re a little bit more than a year into our billion-dollar reinvestment into the business, and we\u2019ve made great progress on our transformation with the goal of meeting our customers at the eye level across every interaction.\u201d<\/p>\n<p>For the holidays, J.C. Penney is leaning further into a \u201cReally Big Deal Reveals\u201d campaign running on Amazon Prime Video\u2019s \u201cThursday Night Football.\u201d During each game through Dec. 26, the retailer will announce a new weekly deal or exclusive offer for viewers. Ad spots feature a swath of celebrities, including Shaquille O\u2019Neal and Martha Stewart.<\/p>\n<p><iframe loading=\"lazy\" title=\"Really Big Deals: B1G2 Towel Event | JCPenney\" width=\"640\" height=\"360\" src=\"https:\/\/www.youtube.com\/embed\/rdy4x1Q9j5w?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<p>Every weekly deal that is part of the campaign has so far exceeded J.C. Penney\u2019s sales forecast by almost 50% since the September rollout. For the inaugural promotion, the retailer sold a towel every 3.2 seconds, leading to almost 1 million towels sold. The effort is also driving a record number of new customers into stores and online, according to Rosen.<\/p>\n<p>\u201cThis progress has put us in an excellent position to meet customers exactly where they need us this holiday season as we round the corner, to reinvigorate the emotional connection between our customers and the J.C. Penney brand,\u201d Rosen said.<\/p>\n<p>J.C. Penney is supporting its deals-focused campaign with social media, online video, email and in-store signage. Spanish-language ads will appear on other streaming services. A focus on savings this season mirrors last year\u2019s marketing from the brand, which included video ads promoting its ability to make \u201cevery hard-earned dollar count.\u201d<\/p>\n<h3 class=\"standard-heading\"><strong>Making it count<\/strong><\/h3>\n<p>In addition to touting its everyday sales pricing, J.C. Penney will offer early Black Friday access deals from Nov. 8 to Nov. 10. A slew of other deals will also be available from Nov. 22 to Dec. 1. For Black Friday, the retailer will be offering one-day-only deals and in-store giveaways that will drop at 5 a.m., 9 a.m., 1 p.m. and 5 p.m. and feature items like the Golden Tote, which offers additional savings throughout the holiday season.<\/p>\n<p>A focus on affordability could help the embattled department store overcome ongoing business struggles. J.C. Penney reported a 9.2% year-over-year decline in total revenue\u00a0to $1.5 billion in the second quarter.\u00a0<\/p>\n<p>To bolster its turnaround, J.C. Penney earlier this month named Marisa Thalberg as consulting chief marketing officer. The executive shared the news in a LinkedIn post, describing the 122-year-old department store as \u201cripe for reinvigoration.\u201d Around other aspects of its transformation, the company has completed about 133 store refreshes so far, Rosen shared.<\/p>\n<p>\u201cWe\u2019re finding that completed stores are trending three to five points higher in terms of net promoter scores based on recent surveys, so strong results from our remodeled stores,\u201d Rosen said.<\/p>\n<p>Additionally, J.C. Penney in April launched its revamped J.C. Penney Rewards and Credit Program, which it said could deliver half a billion dollars to its consumers. The retailer is doubling down on loyalty for the holidays by touting its rewards benefits, like the ability to earn at least one CashPass point for every dollar spent. The relaunch of the J.C. Penney Rewards and Credit Program also doubled the rate at which rewards members earn points. Over the last year, the brand has seen a 25% increase in rewards enrollment, Rosen said.<\/p>\n<p>\u201cThis value proposition will be front and center through initiatives across the season,\u201d Rosen said.<\/p>\n<section class=\"storylines-carousel-wrapper hide-small show-large\" id=\"desktop-carousel\"\/>\n<h3 class=\"standard-heading\">Mixing nostalgia, partnership<\/h3>\n<p>J.C. Penney is also nodding to its past by bringing back the J.C. Penney Snow Globe giveaway for the first time since 2015. The collectible miniature, which became something of a tradition among families in its prior iterations, will be available in-stores beginning at 5 a.m. on Black Friday and this year nods to the movie \u201cElf.\u201d<\/p>\n<p>High-profile partnerships round out the Q4 strategy. Notably, the retailer is expanding its partnership with Martha Stewart for The Martha Stewart Holiday Collection, which is available now in-stores and online. J.C. Penney is also the only U.S. retailer carrying soccer icon Lionel Messi\u2019s first fragrance, and a gift set will be available throughout the season.<\/p>\n<p>Elsewhere on the partnership front, the brand has teamed with candymaker Haribo for a clothing line dropping Nov. 7 online and in select stores for young adults, teens and kids. Additional seasonal fashions will be available with J.C. Penney and celebrity costume designer Johnny Wujek\u2019s \u201cCelebrate\u201d collection, which is available Nov. 1.<\/p>\n<p>Along with Black Friday shopping experiences, J.C. Penney is vying for more foot traffic via its beauty category through a partnership with hairstylist Larry Sims for a SimStyled experience. Available in select salon locations beginning Nov. 18, the experience offers a styling menu of texture hair looks for consumers that will change seasonally.<\/p>\n<p>While in-store is in focus, J.C. Penney is also shoring up its online presence, Rosen said, a strategy informed by market share data indicating that today\u2019s customers are looking to off-price items and are shopping more online. Together, the company\u2019s omnichannel strategy is intended to ensure consumers are met where they are, from both a location and value standpoint, the exec explained.<\/p>\n<section class=\"storylines-carousel-wrapper show-small hide-large\" id=\"mobile-carousel\"\/>\n<p>\u201cWhen you think about the areas that we\u2019ve invested, that\u2019s why we made a significant investment in jcp.com, and we\u2019ve seen good growth there, and it\u2019s also why we\u2019re making sure that we have the best value,\u201d Rosen said. \u201cThat we\u2019re always in stock and we\u2019re using our tools to make sure we have the right product in the right places for the right customer.\u201d<\/p>\n<\/p><\/div>\n<p><p><a href=\"https:\/\/dmsretail.com\/online-workshops-list\/\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-496\" src=\"https:\/\/dmsretail.com\/RetailNews\/wp-content\/uploads\/2022\/05\/RETAIL-ONLINE-TRAINING-728-X-90.png\" alt=\"Retail Online Training\" width=\"729\" height=\"91\" srcset=\"https:\/\/dmsretail.com\/RetailNews\/wp-content\/uploads\/2022\/05\/RETAIL-ONLINE-TRAINING-728-X-90.png 729w, https:\/\/dmsretail.com\/RetailNews\/wp-content\/uploads\/2022\/05\/RETAIL-ONLINE-TRAINING-728-X-90-300x37.png 300w\" sizes=\"auto, (max-width: 729px) 100vw, 729px\" \/><\/a><\/p><br \/><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Listen to the article 7 min This audio is auto-generated. Please let us know if you have feedback. J.C. Penney is doubling down on its [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":13446,"comment_status":"","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2],"tags":[],"class_list":["post-13445","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog"],"_links":{"self":[{"href":"https:\/\/dmsretail.com\/RetailNews\/wp-json\/wp\/v2\/posts\/13445","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/dmsretail.com\/RetailNews\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dmsretail.com\/RetailNews\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dmsretail.com\/RetailNews\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/dmsretail.com\/RetailNews\/wp-json\/wp\/v2\/comments?post=13445"}],"version-history":[{"count":0,"href":"https:\/\/dmsretail.com\/RetailNews\/wp-json\/wp\/v2\/posts\/13445\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dmsretail.com\/RetailNews\/wp-json\/wp\/v2\/media\/13446"}],"wp:attachment":[{"href":"https:\/\/dmsretail.com\/RetailNews\/wp-json\/wp\/v2\/media?parent=13445"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dmsretail.com\/RetailNews\/wp-json\/wp\/v2\/categories?post=13445"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dmsretail.com\/RetailNews\/wp-json\/wp\/v2\/tags?post=13445"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}