digital marketing strategy for jcpenney 2014

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Jessie Liu

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Post on 04-Dec-2014

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Currently many people are still unwilling to go back to JCPenney due to their distrust of the brand. Many of those who went back to JCPenney were disappointed at the lack of selection at the stores and many complained about receiving bad customer service from JCPenney sales people. In order to become Americans’ favorite store for everyday fashion needs, JCPenney needs to address these concerns and lives up to its brand promise. In term of marketing, there is a clear lack of connection between JCP’s customers and the brand because JCP’s various channels do not provide a unified brand experience to customers. People tend to trust a brand more when the brand understands their needs and provides the service/products that fulfill this need. Thus JCP can build people’s trust and reliance by understanding their needs, providing values that can fulfill the needs and building relationships through integrated brand experience in various channels.

TRANSCRIPT

Jessie Liu

Brand History

(1902) The Golden Rule (1971) JCPenney “Wining Together” “Every Day Matters”

2011

Result?

2010 2011 20120

2,0004,0006,0008,000

10,00012,00014,00016,00018,00020,000

Total Net Sales (in millions)

Restoration“Come back to J.C.Penney. We heard you. Now, we’d love to see you”

“Bringing you the quality and comfort you want with the style and affordability you deserve!”

Barriers

• Disconnect between online and offline• Bad customer service • No Strong Differentiator• Hard to change customers’ behavior

Brand Strategy

Your Needs, Our PassionTo regain Americans’ attention and trust by providing values through relationship

building with customers

The Fully Integrated Campaign

TV

Website + Blog

Social MediaApp

In-Store Guidanc

e

Fosters the relationship between customers and JCPenney brand

Social Media Influencers

YouTube designers and makeup artists

Fashion and Life Hack Blogs

Customer Journey

Watched a Youtube video, really like the item

“I want to have it”

Check JCP.com

The item is on sale!

Purchase

Meet Sarah

Customer Journey

Meet Nathan “Weather is getting cold, I need to buy a warm jacket.”

Search online for price comparison

Arrive on JCP.com – read some great reviews about the jacket.

Visit the nearest store – receive more advice on jacket in store

Purchase

Customer Lifecycle

• Commercials• Youtube videos• Social Media• Blog• In-store recommendation

• Sales and coupons • Influencers • Great reviews and helpful service on the item (in store or via social media)

• Purchase Online• Pickup in store• Purchase in-App• Purchase in store

• Emails / blog with relevant and valuable content • Repeat purchase

• Social Media likes / followers• Interact / engage on social media • Recommend JCP to friends

Awareness Acquisition Retention AdvocateConsideration

JCP?JCP?

Questions?Questions

Sources:(1) “JCPenney 2012 Form 10-K,” March20, 2013. (http://ir.jcpenney.com/phoenix.zhtml?c=70528&p=irol-reportsAnnual)(2) “JC Penney's Media Spending Climbs But Sales Go Into Free Fall,” Februrary27, 2013. Natalie Zmuda. (http://adage.com/article/news/jc-penney-earnings-sales-fall-ad-spending-rises/240062/)(3) “JC Penney Company Incorporated” Redbooks. (http://www.redbooks.com.remote.baruch.cuny.edu/advertiser/JC_PENNEY_COMPANY_INCORPORATED/) (4) “JCPenney’s Brutally Honest New Ad: ‘It’s No Secret’ That You Hate US Please Like us again, though,” May1, 2013. Tim Nudd. (http://www.adweek.com/adfreak/jcpenneys-brutally-honest-new-ad-its-no-secret-you-hate-us-149073)(5) “jcp cares,” September25, 2013. (http://www.jcpenney.com/dotcom/jsp/browse/marketing/promotion.jsp?pageId=pg40013300014) (6) “Internet and Catalog Shopping – You Personally Ordered by JCPenney in last 12 months,” Mediamark Reporter, MRI+ (http://www.mriplus.com.remote.baruch.cuny.edu/account/home.aspx) (7) “Long-term look at brand perception shows J.C.Penney losing ground vs. Kohl’s,” April24, 2013. Ted Marzilli, BrandIndex. (http://www.forbes.com/sites/brandindex/2013/04/24/long-term-look-at-brand-perception-shows-j-c-penney-losing-ground-vs-kohls/)