Left to Right: Marissa Thalberg, Michelle Wlazlo Photo Credit Brand Innovators
Source Dianna Dilworth
With deals on holiday fashion, digital cameras, lab grown jewelry and cookware, JCPenney is hoping to position itself as a one-stop-shop for high quality products at the best prices this year.
“All year long we’ve been challenging, I think, some jaded notions about JCPenney through different, fresh storytelling,” said Marissa Thalberg, EVP, chief customer and marketing officer at Catalyst Brands, during a QVC-like video press conference, in which holiday gift items were prominently on display.
“We’ve been showcasing the surprising amount of fashion, actual fashion, and brands, and quality that people can find in our stores, at perhaps equally surprising deals. So if for some, there was any question mark lingering around JCPenney, we are getting more and more Americans to declare without hesitation, yes, JCPenney.”
Thalberg outlined the retailer’s holiday strategy, which involves disrupting noise of the season by delivering messages that will be heard and will build connection with customers.
“The best shoppers know that when it comes to the best gift giving, it’s not just the thought that counts. In truth, it’s what they thought that counts,” explained Thalberg. “Get it? That’s the idea you’re going to see across our holiday marketing. It’s when your friends and family say, oh my goodness, this is too much. And you can smile to yourself and say, well, it actually really wasn’t too much because I got it at JCPenney.”
The JCPenney’s “It’s What They Thought That Counts” campaign will launch on November 2 with a series of TV and social ads that highlight how consumers can surprise and delight their loved ones with high quality gifts that won’t break the bank.
JCPenney will be bringing back its “Thrill of The Deal” offering, which brings gamification to holiday shopping. This includes daily deals, golden tickets, gift with purchase and in-store prizes in store throughout the season, beginning with the JCPenney Black Friday Early Access on November 8th and weekly deals dropped during Thursday Night Football on Amazon.
JCPenney is also partnering with iHeartRadio’s Jingle Ball to launch the first-ever limited-edition JCPenney x Jingle Ball collection,fashion inspired by the holidays and music. Throughout December, customers can use their receipts for a chance to win tickets to Jingle Ball concerts, gift cards and autographed merchandise.
The holiday campaign and deal push comes on the heels of momentum for the brand. JCPenney has seen double-digit growth in its beauty category, increased customer trip frequency each month for the past 15 months and an increase in consideration among Gen Z and millennials in Q2. This growth has largely been driven by collaborations with fashion and cultural icons including: Rebecca Minkoff, Ashley Graham, Bob Mackie and Shaq, as well as a focus on offering affordability along with quality.
“Our customers have voted us for the third consecutive year, the No. 1 department store in America,” said Michelle Wlazlo,brand chief executive officer at JCPenney, during the brand’s holiday press conference. “We’ve also spent this past year working on showing up in some big, unexpected ways with partnerships.”
