This holiday season, J.C. Penney plans to focus its holiday marketing campaign on the joy of giving and receiving the perfect gift. The campaign’s intent is to prompt consumer exploration of an assortment of curated J.C. Penney gifts.
The retailer noted that it would support the marketing campaign with promotional sales events, the employment of shopping tools and philanthropic initiatives.
“When it comes to gift giving, we believe there’s a difference between simply picking something up and thoughtfully picking something out,” said Mary Beth West, chief customer and marketing officer for J.C. Penney. “When you reminisce about the best gift you’ve ever received, it likely came from someone who truly knows you and understands your passion. This season, we’re focused on making J.C. Penney a source of discovery and inspiration, and helping customers in their quest to find the perfect gift for everyone on their list.”
The “Where Giving Begins” integrated marketing campaign will feature branded and promotional broadcast spots, and national print ads in major fashion and lifestyle magazines, as well as digital, mobile, direct mail and email components. In addition, J.C. Penney will take on a Secret Santa guise in a social media campaign, sending surprise gifts to the movers and shakers who made headlines in 2015 and a special present dubbed a #GiftToast, to the naughtiest and nicest newsmakers. The retailer also will surprise its own unsuspecting fans with their own #GiftToast present.
J.C. Penney pointed out that it would load its marketing campaign with gift tags denoting “workout warriors,” “kitchen gadget gurus,” “bling-loving besties” and “no fear fashionistas” to inspire gift ideas.
An online hub, jcp.com/gifts, will allow customers to search for presents by category, theme and price, as well as print personalized gift tags. The retailer will promote “snap 2 shop” throughout its print marketing, highlighting a unique feature available on the J.C. Penney iPhone and Android apps, one that allows users to snap a photo of any object to find the exact or like item on jcp.com for purchase.
J.C. Penney said it would kick off the holiday shopping season with its annual Black Friday Sale, beginning in stores at 3 p.m. Thanksgiving Day. For customers who prefer to get a head start on their shopping, the retailer will offer Black Friday prices all Thanksgiving day on jcp.com, where orders over $49 will receive free shipping.
The retailer will greet early Thanksgiving Day shoppers with an envelope containing a coupon worth $10 off $10, $100 off $100 or $500 off a $500 or more purchase, while supplies last. Customers can redeem the coupons immediately. Each envelope includes a unique code that customers can use to enter a Black Friday sweepstakes for a chance to win one of 10 cash prizes of $10,000 each. Customers who spend $100 or more on gift cards from November 26 to 28 will receive a $25 off $25 coupon.
This year’s Black Friday sales circular sale will feature thousands of deals, J.C. Penney maintained, including $7.99 Cooks kitchen electrics, after $12 mail-in rebate, a $69.99 NutriBullet blender, and a $99.99 Keurig 2.0 K250 brewer.
New Doorbuster offers will launch on Black Friday beginning at 3 p.m. through Saturday, along with an instant savings coupon for $10 off $25 or more purchased. A Cyber Monday Sale, November 29 to 30 will offer online shoppers more than 50,000 deals online at jcp.com, as well as in stores.
From December 1 to 19, J.C. Penney will invite customers to round up their store purchases to the nearest dollar and donate the difference to J.C. Penney Cares. The non-profit organization is dedicated to ensuring kids are safe, healthy and engaged beyond the classroom. Customers shopping on jcp.com can round up their online purchases to support the organization’s efforts throughout the month. In celebration of #GivingTuesday on December 1, J.C. Penney Cares will make a $100,000 donation to Boys & Girls Clubs of America.