Will JCPenney’s top customers come back and show their love? – RetailWire

07 April 2022

JCPenney is dropping its flirtation with consumers who simply aren’t interested in shopping with the chain. The department store retailer is also rolling out a new campaign with one of its biggest fans to let current and former Penney shoppers know that “the shopping is back” at the department store retailer.

Marc Rosen, the new CEO of Penney, said in a recent the wall street journal interview that the retailer is focusing on core customers. These buyers typically reside in households with a median income between $50,000 and $75,000 and they are looking for affordable curtains, bedding and mattresses for their homes. They also want their clothes to be comfortable and affordable. The chain also wants its mix to reflect the diversity of its main clientele with a wider range of beauty products for different skin tones.

Comparing Penney’s latest makeover to past efforts dating back to Ron Johnson’s tenure as CEO, Mr Rosen said: “The biggest difference this time is that we love those who love us. We need to give them more opportunities to come back and find things they love.

No one loves Penney more than Penny James, the face of the retailer’s new ad campaign. Ms. James is a fictional mother, teacher, and channel “superfan” played by Saturday Night Live cast member Melissa. Villasenor.

The comedian is currently up front celebrating the channel’s 120th anniversary as part of Penney’s “Shopping is Back” campaign.

The retailer said in a Press release that the integrated campaign gives a new look to the brand in stores and online. Penney is celebrating its anniversary with a 30% promotion storewide. Channel members will receive an additional $10 bonus for every $50 spent through April 12.

The character of Ms. Villaseñor appears in a series of video spots and participates in the cross-Canada show “Shopping is Back!” To visit.

“The Penny James character is a playful tribute to our customers and what they love about JCPenney. The shopping is back, and it’s time for JCPenney to be bold and lively, just like Penny,” said Carl Byrd, vice president, brand creation and synergy, in a statement.

DISCUSSION QUESTIONS: Will JCPenney succeed in “love those who love him? How is JCPenney different today compared to the past?


“The challenge now is to make sure he retains the customers he has left and from what I’ve seen he’s not doing a great job!”


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