The famous retailer J.C. Penney has just unveiled its long-awaited holiday marketing playbook, providing an early look at its ambitious Q4 strategy. The strategy is part of the company’s $1 billion turnaround plan to reposition the brand and drive positive change by emphasizing value and accessibility. This article explores the central tenets of J.C. Penney’s holiday marketing strategy, such as the retailer’s emphasis on hard-working families, discounts, video ads, social media challenges, creator partnerships, and more.
Rebranding for Ease of Use and Customer Dedication
J.C. Penney’s brand repositioning efforts serve as the cornerstone of the retailer’s holiday marketing strategy. The store has redirected its attention to working families in an effort to make fashion more affordable and the shopping experience more satisfying for all customers. The new “Make It Count” advertising campaign represents the company’s dedication to diversity, customer satisfaction, and giving back to the local community. CEO Marc Rosen remarked that this dedication is essential during the holiday season.
New “Make Your Holidays Count” video advertisements are representative of the brand’s rebranding efforts. J.C. Penney has been around for more than 120 years, and these commercials celebrate that heritage. The commercials, which feature a diverse cast, highlight the brand’s ability to personalize every gift and give consumers value for their money. The campaign serves to reaffirm J.C. Penney’s commitment to assisting middle-class families in making the most of their holiday budgets.
The Importance of Anticipating Customer Needs
J.C. Penney commissioned the first annual “Make it Count” Holiday Report, which examines the spending intentions of U.S. consumers, to inform its seasonal strategy. While consumers still place a premium on moments that make them feel good, the report shows that they are feeling the financial pinch. J.C. Penney’s marketing strategy is informed by this knowledge and is geared toward giving customers opportunities to save money and having meaningful interactions with the brand.
The Penney Prepper Test: Low-Cost Entertaining
The “Penney Prepper Challenge,” an exciting new initiative from J.C. Penney, will debut in November and put customers’ hosting skills to the test. The #PenneyPrepperChallenge encourages participants to throw a party for their friends and family while spending no more than $300. Customers have the opportunity to share their opinions on the best displays and get ideas for their own celebrations. Actor Tia Mowry, who is well-known for her festive at-home recipes, will share her hosting expertise as well as her personal favorites from the challenge.
Since the company’s Holiday Report reveals that many consumers have no plans to reduce spending on holiday entertaining, the Penney Prepper Challenge is in line with consumer preferences. Indeed, more than half of those who participated said they planned to spend more than $300 on holiday celebrations. J.C. Penney aims to please these customers by providing reasonably priced goods and a pleasant shopping environment.
Tips for Making the Most of Black Friday
When it comes to holiday marketing, J.C. Penney doesn’t stop with Black Friday. The company understands the importance of giving customers opportunities to save money before, during, and after the holiday shopping season. The retailer will begin the savings on November 3 with its Black Friday Early Access sale. Many of J.C. Penney’s best-selling holiday items will be available at the same price or lower than in previous years, with some items even priced below their 2018 levels.
This frugal strategy is designed to attract shoppers who are patient enough to wait for the best products and prices before making their holiday purchases. The company’s dedication to providing exceptional value is demonstrated by its efforts to keep prices at or below Black Friday levels while providing shoppers with multiple convenient payment options.
The doors to J.C. Penney stores will swing open at 5 a.m. on Black Friday, welcoming customers with special deals and freebies. The store is planning several other sales events to continue the momentum after Black Friday. Bonus Rewards points can be earned by taking the Holiday Gift Finder quiz, and J.C. Penney rewards members will get an early look at the full Black Friday ad on November 1. These actions are part of J.C. Penney’s turnaround strategy to increase customer loyalty.
Improving Customer Service in Stores
J.C. Penney understands the value of providing a streamlined in-store experience in response to customer demands for a more transparent value proposition. This year, stores and websites will be more forthright with their positioning and pricing. The store has also made an effort to create more in-store destinations for bigger gifting, giving customers the convenience of shopping for everything they need in a single location.
J.C. Penney has also released new products that can serve as inspiration for holiday presents. Experts in their fields, such as Martha Stewart and chef Jenny Martinez, have collaborated to create one-of-a-kind collections that appeal to a wide range of consumers. The company has also broadened its clothing offerings by teaming up with influential figures in the fashion industry, such as Jason Bolden. Many of these outfits can be purchased for less than $100, making them accessible to middle-class families on a budget.
See first source: Marketing Dive
FAQ
1. What is the central focus of J.C. Penney’s holiday marketing strategy?
J.C. Penney’s holiday marketing strategy centers around rebranding to cater to working families, making fashion more affordable, and emphasizing customer satisfaction.
2. What is the “Make It Count” advertising campaign, and why is it significant for J.C. Penney?
The “Make It Count” campaign is part of the brand’s repositioning efforts. It signifies J.C. Penney’s commitment to diversity, customer dedication, and community involvement, particularly during the holiday season.
3. How does J.C. Penney plan to connect with consumers during the holidays?
J.C. Penney commissioned the “Make it Count” Holiday Report to understand consumer spending intentions. They aim to provide opportunities for customers to save money and have meaningful interactions with the brand based on this report.
4. What is the “Penney Prepper Challenge,” and why is it being introduced?
The “Penney Prepper Challenge” encourages customers to host parties for friends and family, spending no more than $300. It aligns with consumer preferences for holiday entertaining, as revealed in the Holiday Report.
5. How is J.C. Penney planning to help customers save during the holiday season?
J.C. Penney will kick off its savings with a Black Friday Early Access sale on November 3. They will offer holiday items at competitive prices and provide convenient payment options. The store will also open at 5 a.m. on Black Friday, offering special deals and freebies.
6. What efforts is J.C. Penney making to enhance the in-store shopping experience?
J.C. Penney is focusing on providing a more transparent value proposition. Stores and websites will have clear pricing. The company has also created in-store destinations for holiday shopping convenience and collaborated with experts to offer unique collections.
7. Who are some of the notable figures and collaborators mentioned in J.C. Penney’s holiday marketing strategy?
J.C. Penney has collaborated with figures such as Martha Stewart, chef Jenny Martinez, and fashion influencer Jason Bolden to create one-of-a-kind collections. These collaborations offer affordable fashion choices for middle-class families.
8. What are some of the key dates and events associated with J.C. Penney’s holiday marketing strategy?
Key dates include the Black Friday Early Access sale starting on November 3, Black Friday store opening at 5 a.m., and J.C. Penney rewards members gaining early access to the full Black Friday ad on November 1. These events are part of the company’s efforts to increase customer loyalty.
Featured Image Credit: Chad Madden; Unsplash – Thank you!
