“Get Your Penney’s Worth” With JCPenney Private Brand

JCPENNEY FLYERJCPenney announces the launch of its new brand promise, “Get Your Penney’s Worth.” The idea reinforces how the retailer is on a mission to ensure every shopping trip in stores and at jcp.com is worth the customer’s time, money and effort. The promise will be unveiled through a spring marketing campaign, which includes the introduction of “Penney Days,” a unique promotion that makes the retailers private brand the star of the campaign that will feature select private brand items for just a penny. The virtues behind “Get Your Penney’s Worth” will be adapted into an enhanced customer service model for associates, as well as influence the shopping experience in stores, online and on mobile devices.

JCPENNEY AD 2To introduce shoppers to the quality and style associated with its private brands, JCPenney will host its first weeklong Penney Days event starting Feb. 28 in stores and at jcp.com. Customers will have the opportunity to buy a regular priced Arizona brand apparel or accessory item and purchase another Arizona apparel or accessory item for just one penny. Upcoming Penney Days will demonstrate the purchasing power of a penny by featuring unique in-store items for one cent with no additional purchase required, while supplies last.

JCPenney will host Penney Days throughout the year to drive customer excitement and showcase the Company’s broad assortment of private brands that offer the perfect blend of style, quality and value. The Company will promote Penney Days through its weekly sales circulars, digital marketing and via 15-second television spots. JCPenney will also launch a social media campaign reminding users of the power of a penny. All campaign elements will be supported by the hashtag #SoWorthIt.

“We want to be the shopping mecca for the modern American mom, which means we need to dimensionalize the idea of worth. We know our customers live very busy lives and we want every trip and interaction at JCPenney to be worth her time, her hard earned money and her effort,” said Mary Beth West, chief customer and marketing officer for JCPenney. “The launch of this new brand promise underscores our strategic focus on building private brands and revenue per customer to create sustainable loyalty. If JCPenney can help her discover the things she loves more easily, innovatively and consistently than anyone else, we know she’ll come back for more.”

JCPenney will introduce its value message through a robust marketing campaign that will kick off with a 30-second broadcast spot, airing on cable and network television beginning Feb. 28. To reach Hispanic audiences, a Spanish language version with the tagline “Donde Tus Penney’s Valen” will broadcast on popular Hispanic channels. A complementary logo, designed with a handle to resemble a shopping bag, will be positioned alongside the JCPenney logo in broadcast media, print ads and digital marketing.

As part of the new campaign, the Company’s marketing will feature items that are deemed “perception shifters.” Research showed that many consumers underestimated the selection of quality brands and merchandise available at JCPenney such as Levi’s, Nike and KitchenAid, as well as the style and value offered by private brands, including Worthington, Liz Claiborne and Stafford. These perception shifters will be highlighted in national magazine ads showcasing the Company’s fashion and home collections this spring.



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Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.