Since 1988, JC Penney has begun its operations abroad, expanding into countries such as Puerto Rico, Chile and Spain, thus strengthening its partnerships and collaborations with major fashion brands. Likewise, the company continues its evolution through a marketing plan that has generated brand loyalty and attracts potential customers.
In this article, we invite you to learn the most relevant points of JC Penney's marketing strategy .
Who is JC Penney's target audience?
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When mentioning JC Penney's target owner/partner/shareholder email lists audience , it is important to note that its demographic is primarily made up of women aged 35 and over. Most of them are married with children. However, by having a wide range of products, this retail chain caters to practical shoppers who look for functionality over fashion trends. The reason is that they tend to be busy people and prefer convenience at affordable prices. Likewise, JC Penney's potential customers are oriented based on specific activities. That is, they can also make one-off purchases (Christmas gifts, family clothing or back-to-school supplies).
How is JCPenney's marketing strategy done?
Among the brands that JC Penney carries are Liz Claiborne, Dockers, Nike, Forever 21 and Puma. This means that it provides a wide range of clothing and accessories, as well as household items that generate considerable revenue.
Also, to reinforce its brand image and provide a positive experience to its customers, let's see how JC Penney's marketing strategy is directed :
Storytelling.
JC Penney ’s rebranding is anchored by the “Make It Count” campaign. In addition to new logos, the brand has created a storytelling approach focused on its customers and tailored to the following elements:
Diversity and inclusive size: In this way, the brand ensures that its customers feel represented and have access to affordable fashion. This way, each person will have a completely real shopping experience.
Commitment to modernization: Among its modernization efforts, JC Penney has remodeled its physical stores and provides a satisfying online experience. It also has optimized inventory management so that its customers find what they need. By going hand in hand with the remodeling, its history will continue with great relevance from generation to generation.
Omnichannel adaptation.
JC Penney is pursuing an omnichannel strategy that meets today's fashion demands, boosts sales and generates customer satisfaction. Let's see how JC Penney 's omnichannel adaptation works :
Personalized experience: By collecting customer data and behavior, the brand can offer a personalized experience. This way, a customer browsing online can access recommendations based on previous purchases. This way, they get a smoother shopping process, and they can even discover new styles that might be of interest to them.
Instant Shopping: To boost shopping and generate satisfaction for your customers, they can buy the clothes of their choice online and pick them up hours later at their local store. This same-day delivery service includes a wide range of items and breaks the line between online and physical shopping.
Integration with platforms : Just as this approach gives relevance to individual transactions, it also integrates with platforms such as Sellercloud, which allows for order tracking and speeds up inventory management. As a result, it is an action that guarantees efficiency and generates a fluid experience for both customers and employees.
Personalized purchases.
JC Penney 's personalized shopping is a priority in its marketing strategy to win over its customers. Likewise, to offer a unique experience, the brand focuses on:
Cutting-edge technologies: Because they allow us to keep up with trends to provide a better personalized service. JC Penney 's commitment is focused on improving customer engagement so that they truly feel valued.
The AI-powered system: To analyze the preferences, purchase history of its customers, offer personalized discounts. And, exclusive birthday offers on those items they are sure to want to purchase. It also has loyalty programs with personalized schemes to reward the participation of its audience based on their purchasing habits.
A rewarding shopping experience: To achieve this, JC Penney makes the most of technology by analyzing data from its customer base. Thanks to this, it can be said that JC Penney offers a rewarding shopping experience tailored to each of its customers.
Private label orientation.
While many companies stock national brands , this is not the case with JC Penney . Why? Because their strategy focuses on private labels to boost market share, to have a wide variety of products and to attract a new audience. However, to make this approach work, the brand has established the following key points:
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Affordability and Quality: Private label brands are very flexible in allowing JC Penney to manage pricing and control the quality of their products to ensure their style and competitive prices. JC Penney's prices are generally lower than national brands, so customers can purchase a trendy item without having to spend a lot of money.
Displaying one label at a time: This is the best way to build trust. The fact that a customer finds several items of their choice under the JC Penney name is the best way to build brand loyalty.
Consistent brand experience: Although JC Penney works with private labels, it owns its shelves and differentiates itself from the competition by being able to meet the needs of its customers in an authentic way.
Fit for different needs: The company carries a wide portfolio of brands that fit everyone, from home goods brands to casual and sportswear lines. Therefore, it caters to a specific customer segment as well as their unique needs. This way, the brand manages to boost its sales and attract more customers.
Community participation.
JC Penney is reinventing itself in retail by positioning itself as a heroic community brand. In addition to its transactions, it integrates sustainability and makes its difference clear through several participations:
Customized Product Assortments: Unlike other brands, JC Penney understands that “one size fits all” does not apply to its community. Therefore, it carries a variety of products that resonate with its audience and create a sense of belonging.
The Walking Classroom: Just as its partnership with Feeding America was much talked about in its fight against hunger, The Walking Classroom is of great importance in reinforcing the knowledge of educators. In this sense, each community involvement of JC Penney does not go unnoticed, focusing on everyday challenges and generating a connection with its customers that goes beyond shopping.
Hope & Wonder: This is an exclusive brand from JC Penney . It works as a social impact movement by donating its net profits to organizations that work in support of different communities. In other words, each purchase becomes a positive action, which in turn, supports the formation of working girls and women into leaders.
Adaptation to innovative technologies.
