Nov
25
JCPenney Wants to Show Customers It's 'Heart and Wallet Responsible'
Posted in: Uncategorized
J.C. Penney will contine its efforts to reconnect with customers this holiday season. “Jingle More Bells,” which launched last year, aims to show consumers that the brand is both “heart and wallet responsible” through the idea of giving, said Debra Berman, CMO at J.C. Penney.
“We were disconnected for a long time, so this is a big deal for us,” she said, acknowledging J.C. Penney’s ongoing battle to attract consumers. “We will spend the whole season helping people unlock what it feels like to give.”
J.C. Penney saw a 3% rise in sales last holiday season, according to quarterly reports, which was on par with overall retail growth in the industry. Ms. Berman said J.C. Penney’s media spend will be in line with a year ago.
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