JCPenney’s holiday playbook: Deals, in-store experiences and Martha Stewart

A focus on savings this season mirrors last year’s marketing from the brand, which included video ads promoting its ability to make “every hard-earned dollar count.” Available in select salon locations beginning Nov. 18, the experience offers a styling menu of texture hair looks for consumers that w...

Full description

Saved in:
Bibliographic Details
Published inMarketing Dive
Main Author Deyo, Jessica
Format Trade Publication Article
LanguageEnglish
Published Washington Industry Dive 17.10.2024
Subjects
Celebrities
Customers
Holidays & special occasions
Loyalty programs
Marketing
Shopping
Stewart, Martha
Online AccessGet full text

Cover

More Information
Summary:A focus on savings this season mirrors last year’s marketing from the brand, which included video ads promoting its ability to make “every hard-earned dollar count.” Available in select salon locations beginning Nov. 18, the experience offers a styling menu of texture hair looks for consumers that will change seasonally. While in-store is in focus, JCPenney is also shoring up its online presence, Rosen said, a strategy informed by market share data indicating that today’s customers are looking to off-price items and are shopping more online.