JCP styles up integrated push
JCPenney's new campaign positions its products as “great style with an affordable price,” targeting consumers shopping with an eye toward the economy.
The campaign, which launched November 16, incorporates pre-print, direct mail, national television ads, radio, online and e-mail components as well as non-traditional media elements, such as in-cinema ads and mobile phone marketing. It will highlight JCPenney's “Red Box” gifts, a collection of 60 popular Christmas gifts available in-store, online and via catalog.
Customers can opt in for the mobile part of the campaign at JCPenney.com to receive a “Black Friday” wake-up call on November 28, said Kate Parkhouse, a spokesperson for JCPenney. Stores will open at 4am that day. Those who opt in to receive mobile messaging also will receive text message updates on sales and a link to a WAP site with further information, Parkhouse added. The company has previously used mobile marketing for back-to-school campaigns.
The company also will send out its annual 48-page “gift guide,” which highlights popular holiday gifts, and e-mail blasts to JCPenney customers with information about holiday sales and links back to JCPenney.com.