JCPenney Corporation, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands
In operation since 1902, J.C. Penney is a top retailer in the U.S. Clothing, shoes, jewelry, and home furnishings are sold in department stores across the country as well as in Puerto Rico. The company's direct business includes online store, jcp.com, which is one of the largest shopping web sites. J. C. Penney is headquartered in Plano, TX.
|Main Telephone||(972) 431-1000|
|Main Fax||(972) 431-9638|
JCPenney Corporation, Inc. ContactsContacts (5/50)
|Marci G.||Chief Marketing Officer||TX|
Sample of Associated Brands
|Marvin E.||Chairman & Chief Executive Officer||TX|
|Edward R.||Chief Financial Officer||TX|
|Therace R.||Executive Vice President & Chief Information Officer||TX|
|John T.||Executive Vice President & Chief Merchant||TX|
|Arizona Jean Company||*|
|St. John's Bay||*|
|JCPenney Corporation, Inc.||*********|
|JCPenney Portrait Studios||*|
|******** ***********, ***.||**||Digital||2001||present|
|******** ***********, ***.||***** ********* ********||creative||2005||present|
|******** ***********, ***.||****, ***||digital||unknown||present|
|******** ***********, ***.||*** ****** **************||public relations||2011||present|
|******** ***********, ***.||***||media planning, media buying, digital media, multicultural||unknown||present|
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JCP readies mobile app launch amid continued omni-channel transition
Subject: print, TV, omnichannel, mobile, digital, social media, outdoor sponsorship
Company: Winmo), the clothing, shoes, jewelry and home furnishings department store headquartered in Plano, Texas.
Update (6/28): During the recent Piper Jaffray Consumer Conference, JCP CEO Marvin Ellison noted that, since his arrival in 2014, JCP has "had to create a true omnichannel experience." To this end, the company brought in Mike Amend to lead e-commerce last August and has since been creating a "seamless" connection between e-commerce and brick-and-mortar. Now, JCP is readying to launch of its new mobile app, which has been in beta for the last few weeks.
According to Ellison, there is a "lot" of research that shows when there is a presidential election with no incumbent, it tends to lower consumer confidence. Additionally, JCP's own research has shown consumers are spending more money on events, experiences and home beautification, rather than on apparel. Ellison noted: "We are a very apparel-dependent retailer. We're never going to get out of the apparel business, but we understand that we have to do things that are more conducive to where customers are spending their money." For example, JCP turned to appliance sales earlier this year (more here) and will continue rolling out "strategic pilots" with partners such as Ashley Furniture and Empire Flooring. In this way, said Ellison, JCP has the edge on pure-play e-Commerce competitors.
Therefore, while spend may be down in the near term, look for JCP to continue adjusting strategy and shifting spend to meet customers' needs. Those with high ROI ways to engage JCP's mid-tier customer should be reaching out to secure revenue. With the company looking to pivot into more categories, JCP should be looking to target a large segment of the public, opening up more opportunity across the board.
Note that Ellison mentioned in the last earnings call that: "We are very focused on digital marketing and modernizing our one-to-one marketing to really address that millennial emerging customer, while understanding that traditional media still matters to the customer, that's our current customer."
Also, JCP conducted a media review recently, but decided to retain Omnicom's here). In fact, a new campaign from mcgarrybowen was released last week. The new online campaign - titled "Here I Am" - celebrates body positivity for women (see spot above).
Below was originally published on 5/17:
Opportunity: In light of slumping Q1 sales, JCP is planning to place more emphasis on its home business. During the Q1 earnings call, CEO Marvin Ellison outlined plans, which are intended to attract a new customer base and differentiate the retailer from with traditional mid-tier department stores. Among the new initiatives are the return of major appliance sales (which we told you about in February), the addition of Ashley Furniture to the furniture department and a new partnership with Empire Today flooring.
JCP declined to sponsor the Academy Awards this year and Ellison said this decision represented roughly 75% of its Q1 marketing savings. He added that JCP had received “incredibly positive” feedback on its new branding campaign and had no plans to make major overhauls in the current strategy. Having said that, Ellison did say that JCP is always “tweaking” its strategy and will make adjustments along the way. The current strategy includes a heavier focus on digital marketing and modernizing its one-to-one marketing in order to address the emerging Millennial customers. While traditional media is not off the table, Ellison understands that today’s consumer is spending money on entertainment, experiences and home beautification, so apparel sales were down due to the share of wallet competition.
Note that JCP has conducted a media review recently, but decided to retain OMD after nearly a decade on the account (more here).
New Partnerships/Growth Initiatives: New partnership with Empire Today flooring. Sellers and agency readers should note that Empire Flooring will be responsible for the marketing around this partnership, so be sure you are reaching out accordingly.
Additionally, JCP will strengthen its Sephora partnership by adding 32 units during 2016 (546 Sephora shop-in-shops already exist at JCP), will feature exclusive brands (such as Arizona, St. John’s Bay, Royal Velvet and Liz Claiborne) and will focus on the $17 billion plus-size market by introducing Boutique in 200 stores.
Competitors: Other mid-tier department stores include: Macy’s, Sears, Dillard’s, Kohl’s and Belk.
Target Audience: CMO Mary Beth West told AdAge that JCP's typical shopper is the modern American mom who is looking for deals and has to juggle being the primary breadwinner in their family with raising children. West said: ”She doesn't have the luxury of going to a store and walking out empty-handed. The definition of value to her has extended beyond price, quality and style — it's also about her time and her effort.”
Media Spend: According to Kantar Media, JCP spent $381.5 million on measured media. Most of this was allocated to broadcast ads ($222.2 million), print ($54.4 million), radio ($10.3 million), display ($7.9 million) and search ads ($86.7 million).
National TV Spend: So far in 2016, JCP has spent $52.9 million on national TV ads this year, per iSpot. This is just slightly more than the same period in 2015 ($51.7 million). See chart for 2016 show targeting.
For full 2015, JCP spent $129.9 million on national TV ads in 2015 – up from $116.1 million in 2014. Sellers should note how show targeting has shifted slightly from 2015 to 2016 (see last chart).
Digital Breakdown: So far in 2016, JCP has run 367 display ads on 1,705 publishers (13% mobile). Top 2016 ad destinations include: southernliving.com, nbcuniverso.com, wwe.com and thenest.com (25% placed site direct versus programmatically). JCP has also run 245 high impact and 57 video ads on publishers such as Tampa Tribune, CafeMom and Sports Illustrated.
Per Moat, JCP ran 554 display ads on 2,342 publishers in 2015 (8% mobile). Top ad destinations included instyle.com, telemundo.com, epicurious.com and peoplestylewatch.com (71% placed site direct versus programmatic). JCP also ran 309 high impact ads and 116 video ads last year.
6501 Legacy Dr.
Plano, TX 75024
Mary Beth West
Chief Marketing Officer
Direct Dial: (972) 431-1934
Director, Multicultural Marketing
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