The critical holiday sales period is here, bringing to the highlight a variety of seasonal campaigns that brands have spent months — if not longer — fine-tuning in pursuit of a revenue surge. For JCPenney’s part, the retailer in September launched a “Really Big Deal Reveals” promotional blitz. Just a few months in, the hassle has already shown promising leads to attracting and retaining latest shoppers, Marketing Dive can exclusively share.
The department store chain’s “Really Big Deal Reveals” campaign is currently running during Amazon Prime Video’s “Thursday Night Football” programming and offers viewers latest offers each week. The effort has been successful in driving traffic, including repeat visits, and is forecast to draw over 2 million latest customers in-store and online, said JCPenney’s Consulting Chief Brand and Marketing Officer Marisa Thalberg in emailed comments.
“It’s a transparent signal that our strategy is resonating in a meaningful way with consumers; the team was smart to see TNF as a serious media moment, worthy of leveraging our high-profile celebrities with unbeatable deals,” said Thalberg, who was appointed to her role in October.
As a part of its campaign, JCPenney during each “Thursday Night Football” broadcast through Dec. 26 will announce a brand new exclusive offer for viewers. Ad spots star a wide range of celebrities, including Martha Stewart and Shaquille O’Neal. The campaign is being supported by social media, online video, email and in-store signage.
Scoring latest shoppers, repeat visits
Nearly every deal because the rollout of JCPenney’s campaign has surpassed its forecasts by at the least double digits, Thalberg said. For the retailer’s inaugural deal it sold 3.2 towels every second. Sales during each its $20 denim deal and $699 diamond deal exceeded expectations by over 200%. The deal around an exclusive Lionel Messi fragrance had the very best penetration of latest customers so far at 30%, and 75% of existing customers who purchased the Messi product had never purchased a fragrance before.
“Really Big Deal Reveals” has proven successful in attracting latest shoppers: JCPenney has been averaging 13%-15% latest customers each week of the campaign, based on the brand. So far this yr, latest and reactivated customers have made up 12% more of JCPenney’s total customers than they did last yr. Additionally, 15% of latest shoppers from the past three weeks have already made repeat purchases.
The mix of deals with an air of urgency and a star-studded solid of celebrities is what is helping attract and retain latest shoppers, Thalberg explained.
“There is real truth within the ‘thrill’ of scoring a very great product — or a present you realize a loved one is going to adore — at an incredible price,” Thalberg said. “It’s akin to watching your favorite team rating big on the sector, which is why the context of football is perfect for us during which to announce our Really Big Deal each week.”
The campaign from JCPenney also arrives as consumers prepare to open up their wallets for holiday shopping. Shoppers this season are expected to spend a median of $1,778, a rise of 8% over the yr prior, based on Deloitte.
JCPenney’s holiday playbook also features a concentrate on in-store shopping experiences, including through the return of its nostalgic JCPenney Snow Globe giveaway. The brand moreover has teamed with candymaker Haribo for a clothing line and expanded its tie-up with Martha Stewart for The Martha Stewart Holiday Collection. Early Black Friday access deals and extra in-store giveaways help round out the seasonal program.
Guiding this yr’s holiday strategy is a $1 billion turnaround plan announced in the autumn of 2023 that introduced a brand new brand positioning and “Make It Count” ad campaign centered around accessibility, loyalty and promoting positive change. The company revamped its JCPenney Rewards Program in April and so far has seen a 25% year-over-year increase in enrollment, and over 1.4 million customers have earned a CashPass because the relaunch.
A successful holiday campaign could possibly be critical in helping boost momentum during what is otherwise a difficult time for the embattled department store chain. The J.C. Penney Company, which uses the name JCPenney for marketing purposes, reported a 9.2% year-over-year revenue decline for a complete of $1.5 billion in its second quarter ended Aug. 3.
While a loyalty revamp and latest brand positioning have been on the core of JCPenney’s turnaround strategy, the appointment of Thalberg to the consulting CMO role is one other piece of the puzzle. In a LinkedIn post announcing her move, the exec, who previously led marketing for Lowe’s and Taco Bell, described JCPenney as “ripe for reinvigoration.”
As the exec looks ahead, the performance of the “Really Big Deal Reveals” campaign has provided precious insights to assist carry the brand into 2025, Thalberg said.
“I went from being only somewhat aware of JCPenney beforehand, to being an absolute convert and I’m genuinely enthusiastic about how much there is in our stores to convey that many individuals don’t realize,” said Thalberg. “My #1 priority is setting us on a brand new course for learn how to tell that story, in a way that we’re confident is going to bring an entire latest audience to — or back to — JCPenney.”
Read the total article here
