JC Penney Promotes New Sales Strategy
Retailer's multi-channel ad campaign attempts to wean consumers from roller coaster of weekly sales promotions and coupons.
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.
Lucy helps organizations leverage knowledge for in... View Tech Talk
TVSquared is the global leader in cross-platform T... View Tech Talk
Grata is a B2B search engine for discovering small... View Tech Talk
Streaming has become a staple of US media-viewing ... Download Now
Data is the lifeblood of so many companies today. ... Download Now
This report documents the findings of a Fireside c... Download Now
Customers decide fast, influenced by only 2.5 touc... Download Now
Streaming has become a staple of US media-viewing habits. Streaming video, however, still comes with a variety of pesky frustrations that viewers are ...
View resourceData is the lifeblood of so many companies today. You need more of it, all of which at higher quality, and all the meanwhile being compliant with data...
View resourceThis report documents the findings of a Fireside chat held by ClickZ in the first quarter of 2022. It provides expert insight on how companies can ret...
View resourceCustomers decide fast, influenced by only 2.5 touchpoints – globally! Make sure your brand shines in those critical moments. Read More...
View resourceFive ideas for how to streamline your search, social, and ecommerce strategies -- each of which is inextricably linked in the purchase process. Read M...
View articleSubscription boxes are more popular than ever and since this category has traditionally struggled with retention, there's a lot of opportunity for bra...
View articleAs many legacy retailers struggle, Neiman Marcus is flourshing, something attributed to the brand's digital-first strategy. The mobile app epitomizes ...
View articleWe're reflecting on our 2017 and sharing the most-read articles from each month. This retail-focused summer, those top topics were augmented reality a...
View articleShowrooming is a big obstacle retailers face as the world becomes more connected. How can they combat it, ensuring they're not left in digital's dust?...
View articleRetailers understand the importance and potential of omnichannel marketing, but implementing it is the hard part. Read More...
View articleMarketing trends from 2015's holiday shopping season as displayed by Target, Walmart, and other retailers indicate a shift towards an omnichannel appr...
View articleTo optimize campaign strategy, these retail and e-tail brands use innovative tactics that blur the line between online and offline realms, thus enhanc...
View article