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.
Revolutionize your digital marketing campaigns at ClickZ Live San Francisco (August 10-12)!
Educating marketers for over 15 years, our action-packed, educationally-focused agenda offers 9 tracks to cover every aspect of digital marketing. Join over 500 digital marketers and expert speakers from leading brands. Register today!
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.
US Consumer Device Preference Report
Traditionally desktops have shown to convert better than mobile devices however, 2015 might be a tipping point for mobile conversions! Download this report to find why mobile users are more important then ever.
E-Commerce Customer Lifecycle
Have you ever wondered what factors influence online spending or why shoppers abandon their cart? This data-rich infogram offers actionable insight into creating a more seamless online shopping experience across the multiple devices consumers are using.