Retailer's multi-channel ad campaign attempts to wean consumers from roller coaster of weekly sales promotions and coupons.
JC Penney has turned to email, YouTube, Facebook, Twitter, and TV to promote its new "Fair and Square" pricing strategy, which takes effect Wednesday.
The retailer plans to introduce three price types: everyday, regular prices; month-long values; and best prices that take effect on the first and third Fridays of each month.
"On 2.1.12 the madness ends," reads a message on JC Penney's Facebook "Insanity" page. "But until then, enjoy the biggest and best-ever crazy and exhausting and totally confusing sale ever."
Two email messages from JCPenney this week also promotes that theme. "It's Madness," reads the subject line from an email delivered Jan. 29. "Everything Changes 2.1.12," reads the subject line on a message sent two days before that.
A video posted on JCPenney's YouTube channel also promotes the new pricing strategy. One week after it was posted Jan. 23, it received 100,000 views and 300 comments with mixed reactions.
"Hate the commercial! Annoying! No_ more sales and coupons means no more jcpenny shopping for me!" complained 1katiebella on YouTube. "it's funny because jcpenny is notorious for their weekly 'BIGGEST SALE OF THE YEAR' promotions," countered bishflakes. "the new leadership is acknowledging how silly these promotions are and poking fun at them, highlighting the changes they plan on making."
However, a search for "JC Penney" on Google Tuesday morning didn’t turn up any paid search advertising that incorporates that message, potentially a missed opportunity for the retailer.
Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!
Anna Maria Virzi, ClickZ's executive editor from 2007 until 2012, covered Internet business and technology since 1996. She was on the launch team for Ziff Davis Media's Baseline and also worked at Forbes.com, Web Week, Internet World, and the Connecticut Post.
IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.
An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.
September 17, 2014
September 23, 2014
September 30, 2014
1:00pm ET/10:00am PT