Running head: JCP: AMERICA’S FAVORITE STORE?
JCP: America’s Favorite Store?
October 15, 2012
Boston University College of Communication, CM 726
JCP: AMERICA’S FAVORITE STORE?
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Overview
Over the course of 2012, economic conditions have suggested a cautious, yet growing,
optimism among consumers and retailers, despite news of growing unemployment, sinking
consumer confidence, and a recession in 2009 (Demeter Group, 2012). E-commerce purchasing is
expected to grow exponentially, both on the side of the retailer and the customer (Schultz, 2012).
The number of products that are offered and purchased will continue to increase, with the latter
seeing an influx in transactions via mobile devices and tablets (Ifeanyi, 2012). In 2012, mobile
sales were projected to climb 49 percent, or to $10 billion, as retailers continue to look for ways to
bridge their online and offline operations. The challenge for retailers is to figure out not only how
to capture customers’ attention, but also how to maintain it, or acquire brand loyalty.
In-store, retailers also need to recognize and remove “every potential barrier that stands
between converting a customer’s interest to purchase into the intent to purchase” (Schultz, 2012).
Retailers will need to optimize and compete on customers’ in-store experience from what they
purchase to how they purchase.
History of JCP
In 1902, James Cash Penney created J.C. Penney’s according to what became known as the
“Golden Rule” (JCP, 2012). This rule stipulated that he would treat customers the way he himself
wanted to be treated (JCP, 2012). The Golden Rule philosophy worked for many years, and as of
October 2012, JCP spans 1,100 department stores across America (JCP, 2012).
As with many brands with a long legacy, reevaluations are needed at certain milestones.
JCP is no different. When Ron Johnson took over as CEO in November 2011, his goal was to
revitalize the JCP brand and project a new personality that updated, yet honored, its century-old
legacy. With this in mind, a new tagline was developed: “Fair and Square” (JCP, 2012). Johnson
was determined to transform the company and in January 2012, he kicked off an unprecedented
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three-tiered pricing strategy, updated store design, logo, and spokesperson. At his first JCP
conference in the same month, Johnson made his vision for the company clear (Minato, 2012):
•
Market share is top priority.
•
Retail prices have risen, even though retail value remains the same, leading to
discounting, which hurts brands like JCP.
•
Reduce the number of promotions to only 12 per year.
•
Remove sales in favor of consistent, everyday pricing.
•
Introduce concept stores with specific brands, akin to Apple’s Genius Bars.
As of October 2012, these strategies have not worked as well as Johnson had hoped in
increasing market share and improving the company’s sales. By March 2012, the company’s credit
rating dropped from BB+ to BB, which triggered the first round of cuts to the department store’s
staff. The cuts totaled more than 600 people laid off at the JCP headquarters in Plano, Texas, by
April 2012 (Thompson, 2012). In May 2012, JCP reported a first-quarter net loss of $163 million,
a stark contrast to the profit of $64 million in the same quarter of the previous year (Thompson,
2012). Then in June 2012, JCP produced an advertisement featuring real-life same-sex parents as
models, which was met with criticism from conservative customer groups. JCP’s president of
marketing Michael Francis was fired, and Johnson assumed his responsibilities. By August 2012,
JCP reported a $147 million loss (Thompson, 2012).
At the end of 2011, JCP ended its five-year relationship with its advertising agency,
Saatchi & Saatchi (Minato, 2012). With Fair and Square, JCP implemented a new logo, new
spokesperson, new pricing strategy, and an investment in Martha Stewart Omnimedia, who once
partnered with Macy’s (Brossart & Winter, 2011), as well as with other designer partnerships.
Where discount pricing and promotions are the norm among department stores, this move by JCP
is a stark contrast and is considered shocking to many analysts and customers alike. Changes
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began in February 2012, and in August 2012, JCP began updating all its stores with new
merchandise and pricing strategies in what JCP management is calling “a complete
transformation” (Seeking Alpha, 2012).
The Marketplace
The retail industry landscape has historically been fiercely competitive (see Appendix B).
JCP’s direct competition on the basis of diversity of product offerings, prices, and ultimately,
share price, consists of Kohl’s and Macy’s (Clifford, 2012a).
In a recent study of consumers’ favorite shopping destinations for apparel, Walmart and
Kohl’s ranked first and second, respectively, followed by JCP and Macy’s, who grapple for third
place (Heller, 2012). However, interestingly, once JCP’s new Fair and Square pricing strategy
campaign launched, shoppers fled from JCP to Macy’s (Heller, 2012).
Kohl’s. Kohl’s operates primarily as a destination for mid-priced fashion merchandise. It
tries to offer products that have a good mix of reasonable pricing, and irresistible sales.
Merchandise includes affordable versions of upscale designer brands, such as Derek Lam and
Vera Wang. In an attempt to increase and diversify product range, Kohl’s began to sell tablets in
2012 (Crocker, 2012).
Macy’s. Macy’s, on the other hand, tends to offer a wide selection of higher quality items,
catered toward customers who are willing to spend extra money for better products. Macy’s is
stocked with products by exclusive celebrity brands, such as Madonna and Nicole Richie (Daily
Herald, 2011). The company is known to have a well-trained sales force and intense coaching for
its employees (Gunderson, 2012).
Online retailers. In 2012, competition is fiercer than ever. Online retailing giants like
Amazon and the online retailing arm of in-store retailers are fighting for a bigger share of the pie.
Some larger retailers are taking a new approach to the dreaded showrooming by transforming their
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stores into extensions of their own online operations. Showrooming has become a popular tactic
among consumers, who peruse merchandise in person, then purchase it cheaper online
(Zimmerman, 2012). Retailers like Walmart, Macy’s, Best Buy, and Sears are adding Web return
centers, pickup locations, free shipping outlets, payment booths, and even drive-through customer
service centers for online sales to their brick-and-mortar stores (Clifford, 2012b).
JCP’s Recent and Current Campaigns
As J.C. Penney’s began rebranding itself as JCP, it was faced with two problems: 1.) The
company needed to educate its current and new customers on its new, younger image; and 2.) it
needed to begin attracting the new, younger customers Johnson desired (Cho, 2012). JCP decided
to target two diverse audiences: customers of old who have shopped at JCP their whole lives, and
a new, younger, untapped customer base. JCP’s original customers are families in the 18 to 34 and
56 to 74 age brackets. However, JCP wanted to expand to include urban families and a younger,
hipper audience with spending power.
At the beginning of 2012, JCP launched the “Fair and Square” campaign to inform the
public, old and new, that the company was no longer going to use pricing “gimmicks,” like
coupons and sales (Sullivan, 2012). Instead, JCP adopted a policy of “what you see is what you
get.” JCP was formerly one of the largest distributors of coupons in the retail world and known for
its yearly clearance sales. JCP’s new pricing strategy eliminates couponing and renames its
clearance sales to “everyday low price.” JCP also shifted all prices to round numbers, so no price
ends in $.99 (JCP, 2012), making it easier for customers to calculate how much they are about to
spend. JCP hired comedian and talk show host Ellen DeGeneres as its spokesperson for this new
direction, and she starred in several commercial spots aired during the 2012 Academy Awards.
These ads had an old-timey feel and featured DeGeneres in different situations involving paying
for something that cost $10.99 or sorting through a mountain of coupons in order to find the right
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one (“Ellen – Elizabethan Era,” 2012). The ads attempted to show value in JCP’s new pricing
model by taking a jab at traditional couponing and pricing methods. However, instead of
connecting with its target audience, JCP outraged its conservative customers, who were offended
by JCP’s negative portrayal of couponing, as well as customers who were angered that JCP chose
a lesbian as its spokesperson. The ads offended those customers’ moral codes, which turned them
off to the company quite publicly. JCP issued a statement supporting DeGeneres and the gay
community; however, the company pulled the ads shortly thereafter (Finlayson, 2012).
Up until the beginning of fall 2012, JCP launched a series of commercials aimed at
illustrating its new emphasis on brands in order to gain new customers, after the backlash by so
many older customers. After the opening of its newly designed stores, JCP issued its “Bold New
Look” campaign (Cheng, 2012). Having left Apple to join JCP, Johnson deemed JCP’s new image
as akin to that of an iPhone, in that the store itself is the phone and individual, branded sections
within the store are the apps (Cheng, 2012). This new layout emphasizes some of JCP’s biggest
brands and gives the consumer the “ultimate branded experience” (Cheng, 2012), while also
reducing the overall clutter of the store. JCP has since launched several commercials spotlighting
particularly noteworthy brands and those brands’ newly renovated positions in the store. The ads
also emphasize JCP’s overall goal, to be “America’s favorite store.” This slogan reveals JCP’s
new targeted audience: everyone.
The Bold New Look commercials featured vibrant colors, happy people, and a variety of
characters ranging in age and lifestyle. The characters were placed in typical “slice of life”
settings, like going to school, brushing one’s teeth, and moving the lawn (“Back to School,”
2012). These monotonous, everyday activities are portrayed in an idealistic, retro, and upbeat tone.
JCP utilized music to accompany this feeling, notably the song “Rockin’ Robin” by Bobby Day
(“A Bold New Look,” 2012). While these advertisements were pleasing to the eye, reminiscent of
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peppy Target commercials, they did little to improve JCP’s sales. The ads missed the mark on
effectively communicating a message to the public. The Bold New Look campaign failed to
correct the public’s negative perception of JCP caused by the Fair and Square campaign.
Additionally, the campaign further angered core customers because it did not prove that JCP
understood its current customer base. Instead of issuing a new campaign that did not speak to its
original customers, JCP may have been better off addressing the public’s concerns directly.
Current Demographic and Brand Essence
Based on market research (see Appendix C) and an analysis of JCP’s history, JCP’s core
customer demographic is suburban and rural, middle- to lower-income families. The core age
groups that shop at JCP are 18 to 34 and 56 to 74 (PwC/Kantar, 2012). Most of JCP’s customers
reside in the Middle America. Recently, JCP has been trying to attract more urban, young, coastal
customers while also maintaining its original base.
According to market research, when people, customer or non-customer, think of JCP they
think “value,” “clothing,” and “affordability.” They go to JCP for the variety of brands and lower
costs. Previously, “service” was also associated with the brand, but the new pricing and store
changes have currently inhibited this quality. JCP’s current customers also associate “family” with
the store. They go there not only for good bargains, but for the familial atmosphere. Everything
they need for anyone in the family can be found at JCP, and at an affordable price. The employees
are knowledgeable and warm. Overall the store is a trusted and familiar place where customers
know they can always find what they need for less. It reflects what JCP values most: price,
selection, and family. Nevertheless, non-customers and even some current customers also
associate “old” and “cheap” with the brand. They see JCP as a product of the last era, something
that just does not fit in with today’s world. These people see the store as crowded, confusing,
some even going so far as to say “dirty.” This negative brand association is what is driving JCP’s
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current move to redefine itself as new and modern, while also retaining the core values that once
made it one of the most popular department stores in the United States.
Based on these findings, JCP’s brand essence is that JCP is a friendly department store
where everyone from Grandma to Junior can find something they love at an everyday affordable
price. JCP is a one-stop-shop for families, as well as a place where individuals can find clothing,
accessories, housewares, furniture, and more that fits their lifestyle and their budget.
Opportunities and Challenges: SWOT Analysis
JCP has undergone several challenges in its rebranding strategy. Conducting an analysis of
JCP’s strengths, weaknesses, opportunities, and threats (SWOT) provides a comprehensive picture
of the company’s overall state, as well as insight into the tools JCP has within the company and
the marketplace that the it can use to re-build its image and regain market share.
Strengths
One of JCP’s greatest strengths is that it has already built strategic partnerships with high
profile brands, such as Martha Stewart, Disney, and Sephora. By featuring these well-known
brands, JCP can appeal to the needs of current customers that it was unable to satisfy in the past,
as well as potentially draw new, younger, and more affluent customers who are familiar with these
brands. JCP is showing a new demographic of customers that it is tapped into their needs and
desires. These partnerships also go into another strength of JCP, which is a diversified and widerange of product offerings. JCP sells both private and national brands, and its product offerings
include clothing, shoes, handbags and accessories, cosmetics, furniture, housewares, as well as
optical centers, portrait studios, and jewelry repair (JCP, 2012). Providing products for many
needs attracts a variety of customers and makes JCP a one-stop shop for individuals and families.
Featuring identifiable brands within the store makes JCP a reliable brand.
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Another strength of JCP is its commitment to low prices, which is a major reason many
customers shop there, even though its latest business plan of removing coupons and reverting to
everyday low prices was ill communicated to the public. Low prices are part of the core of JCP’s
identity, and its “fair and square” slogan shows that JCP cares about each and every customer and
is committing to its founder’s vision. Going further, JCP is an iconic store and viewed as an
American original. JCP’s 110-year history (JCP, 2012) is an inherent strength in that many people
do not want to see such an iconic American original brand go out of business. JCP can use this
image to its advantage by playing into customers’ nostalgia and patriotism. In fact, JCP has
already done so by changing its logo to a patriotic red, white, and blue.
Weaknesses
Some of JCP’s major weaknesses only came about during the last decade, when it began
rebranding itself. JCP has changed its logo and name (from J.C. Penney’s to JCPenney to JCP)
three times in three years (Olenski, 2012). This constant wavering on its image and branding can
be confusing to customers in that customers do not know why they should shop at JCP, and JCP’s
identity crisis shows its own self-doubt. JCP cannot properly communicate its message to the
customer if it too does not know what that message is. Furthermore, JCP implemented its nocoupon, no-sales business model, but months later, its CEO emailed customers a 10-dollar coupon,
which he called a “gift” (Brown, 2012). Customers do not know what to believe.
Miscommunicating its vision represents another weakness in that JCP does not understand
what its customers need to hear to get them into the stores and buy. It has not successfully
communicated value to customers who are accustomed to coupons and sales. JCP has encountered
a 33% share drop since its latest rebranding strategy six months ago (Olenski, 2012), while its
direct competitors Macy’s and Kohl’s both exceeded expectations, which some analysts speculate
is due to customers moving from JCP to those retailers (Loeb, 2012). Customers do not know why
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they should shop at JCP when they could simply shop at Macy’s or Kohl’s because JCP has been
lacking in communicating its value and differentiators.
Going further on communication, JCP has turned on its core value of treating its
employees with respect. JCP has not properly educated and excited employees about the
rebranding strategy, and the company has laid off hundreds of workers (HTT Staff, 2012).
Employees say JCP “has become an awful place to work,” and the customers can tell (Bhasin,
2012). JCP has eliminated commission incentives, instead offering extra work hours for
employees who perform well (Bhasin, 2012). Furthermore, with the layoffs, JCP stores appear to
be under-staffed and consumers have complained of long lines and not being able to find a sales
associate to help them (Bhasin, 2012). Catchy advertising may get customers into the store, but
when customers are confronted with unenthusiastic and scant personnel, they may not buy and
may not return. JCP must not only treat its customers fair and square, but its employees as well.
The salespeople are the face of JCP who sell not only merchandise, but also the brand.
Opportunities
JCP has some untapped competitive advantages that it should capitalize on to entice
customers and rebuild its customer base. JCP is one of the few retailers with a tablet-specific app;
neither Macy’s nor Kohl’s has one (Hayes, 2012). With nearly one in five American adults
owning a tablet, and that number is expected to grow (Ionescu, 2012), JCP should capitalize on its
technological advantage before competitors catch up. JCP could promote app-only exclusives on
merchandise. Furthermore, JCP could bring its online business closer to the level of Amazon, like
many of its competitors are already doing, by offering faster and cheaper shipping, as well as
implementing wish lists, recommendations, and the ability to send recommendations to a friend.
Then, JCP could implement these features in its tablet app. Upgrading its online shopping
experience would push JCP into the 21st century by connecting with new customers in a different
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way. JCP’s online and mobile identities are just as important as its in-store identity, and it should
provide the same customer service, ease of navigation, and shopping options online and on its app
as it does in-store.
Another opportunity lies in properly advertising its strategic partnerships. Macy’s has been
producing fun, star-studded ads for years to communicate its strategic partnerships with celebrities
and iconic brands. JCP could follow suit and show customers that if they go to Macy’s to find
particular well-known brands, JCP offers those products in a branded environment that the
customer will enjoy. Going further, Macy’s is also ahead of JCP in employee training and
customer service education. In the face of the current economy, Macy’s has implemented a costeffective way of getting customers to shop at its stores: improved customer service and employee
knowledge with increased and specific employee training (Gunderson, 2012). JCP needs its
employees to be on its side before the customers choose to be. Therefore, if JCP better educated its
staff and implemented an incentive program, employees would be happier and more willing to sell
products, and the brand, to customers.
Threats
Many threats that face JCP exist in the marketplace. A growing number of online retailers
offer similar or the same products as JCP does. Furthermore, Amazon is known as the “Web’s
most popular mall,” and it boasts millions of products at very low prices – along with free
shipping for many of those items (Miller, 2012). Showrooming is a growing threat to all brickand-mortar retailers. If JCP does not enhance its online shopping experience and make its in-store
experience something worth having, it will have a difficult time maintaining or increasing market
share. Many consumers have turned to showrooming because of the economy itself, which is also
a threat. The economy is slowly making a comeback since the biggest recession since the Great
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Depression; however, consumers are still not spending as much as they once did, and retailers are
scrambling to attract customers.
In order to combat consumers’ economic woes, as well as stay afloat in the marketplace,
many retailers are breaking out of their market categories to provide consumers with the best value
for the lowest cost, increasing competition among retailers that at one time would never have been
competitors. For instance, discount retailers like Walmart and Target are aligning with bigger
brands and celebrity designers, while still keeping prices at their everyday low value. This tactic
entices customers who want a brand label, but either do not or cannot afford it. At discount
retailers, now they can. Department stores like Kohl’s are also implementing this tactic, aligning
with designers like Vera Wang, but at an affordable, more approachable price. JCP still must also
face its longtime competitor Macy’s, who continues to offer coupons, rewards programs, and
frequent sales that are known to attract customers looking for a bargain. Department stores that use
these tactics are a threat to JCP, who is attempting to reshape the category.
Marketing Objectives
Ron Johnson’s new marketing strategy focuses on two factors: distribution and pricing. In
terms of distribution, JCP is looking to gain an advantage over its competitors by overhauling its
in-store environment, differentiating it from the traditional distribution methods of its competitors.
With distribution, JCP hopes to increase its market shares by attracting new customers and brands.
The price change is directed at maintaining its current customers and to increase revenue. JCP
hopes that the simplification of its pricing will encourage old and new customers to come to the
store for the hassle-free environment. Both tactics work off of, and support, the successes of one
another.
Advertising Objectives
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JCP’s current advertising objectives focus on educating and exciting both old and new
customers about the brand’s changes. JCP wants to emphasize its new, simple, and honest pricing
strategy, as well as show off its younger image. The company faces the difficult task of trying to
balance attracting new customers while still appealing to its long-standing ones.
JCP’s Problems
JCP's current marketing strategy and campaign has caused the company several problems.
First, JCP has attempted to increase the brand’s perceived value by drastically adjusting its pricing
strategy to something its main customer base was not accustomed. This strategy is a major
problem because the decision process of JCP’s core consumers involved the distinctive discount
system for which the brand was once famous. Current ads also leave consumers feeling confused
and unable to comprehend that JCP’s prices are truly low everyday (Olenski, 2012). In addition,
JCP has not properly educated its staff, nor excited them, about these dramatic changes. JCP
employees are increasingly noted for poor customer service, which is a consequence of inadequate
training and the elimination of commission incentives (CMO Network, 2012). Another problem is
that JCP is vying for a new customer base to increase market share, and but this tactic is not
producing results. JCP is casting too wide a net in its efforts to target as many consumers as
possible. In 2011, Johnson announced that JCP’s rebranding efforts would include a revised store
concept that would maintain the interests of its core consumers and increase market share at the
same time (Cherney, 2012). However, the advertising campaign fails to communicate the store’s
concept in a format that appeals to old consumers as well as the spectrum of potential
consumers (Chernev, 2012). As result, core shoppers feel alienated by brand’s new vision, and
segments of potential new consumers do not feel engaged and are disinterested. Lastly, JCP has
encountered an identity crisis over the past few years, in that both consumers and JCP do not
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understand the essence of the brand, nor does JCP know how to communicate it. JCP’s rebranding
effort needs to incorporate a consistent message that transcends all previous brand changes.
Strategies and Recommendations
Strategy 1
JCP’s current core customers consist of people who have been shopping at what they know
to be “Penney’s” since the 1970s. However, with the new advertising campaign, JCP is trying to
gain new customers who are younger. JCP must segment its market. This will affect its campaigns
in a creative way, and also will affect which media platforms are used.
Recommendation. JCP stores will seem more relevant to consumer shopping needs of
more narrowly defined market segments. JCP needs to build a more segmented market strategy
and implement a campaign that includes advertisements targeted to specific demographics, instead
of blanket advertising. Targeted television commercials airing during popular programming for
each of the target groups would facilitate meeting this goal.
Johnson should not neglect JCP’s core customer base – shoppers who have been visiting
JCP since the 1970s. The concept of this version of the ad should revolve around a more mature
shopper recollecting that the new JCP is “better than the Penney’s I remember.”
On the other hand, Johnson is interested in growing its younger consumer base. Therefore,
one target audience should include young professionals, mothers of young children, and children.
Children should be included in the marketing strategy because children influence parents’
shopping habits and most children who watch television are a part of a family unit who makes the
purchases. Market research (see Appendix C) revealed that non-JCP customers are apprehensive
about shopping there because of concerns for the quality and style of the merchandise.
Commercials that educate this audience about the popularity and reputation of JCP’s new featured
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brands like Sephora will communicate quality and value, drawing this untapped market into the
stores.
Strategy 2
In order to maintain JCP’s core customers, Johnson must determine what attributes of JCP
the core customers loved.
Recommendation. Johnson should determine which brands the core customers love.
Johnson should then strive to develop strategic relationships with these brands. In addition,
Johnson should emphasize the benefits of the reward program and JCP’s credit card in-store.
Lastly, catalogs are a very important way to reach core customers who do not regularly use the
Internet to shop. Instead of doing away with the catalog, Johnson should mail all customers in the
56 to 74 demographic a postcard requesting they mail back the postcard to JCP should they
continue to want a printed catalog. This communicates emphasizes an opt-in strategy, making the
customer in control and communicating that while JCP is changing, customers can opt not to be a
part of this change – because JCP cares about its customers.
Strategy 3
JCP’s online and mobile shopping experience must reflect the goals of the in-store
experience.
Recommendation. With the latest “Fair and Square” campaign, Johnson must ensure that
the slogan, values, and style of the offline campaign are also on the websites and apps. At the
moment, the only element on the website that shows any hint of the latest campaign is the new
JCP logo. Furthermore, JCP is the only one of its competitors who has a made-for-tablet app. JCP
should invest in technological innovation by improving the online and tablet shopping experience,
adding targeted recommendations and the option to make wish lists.
Strategy 4
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Consistent communication to all key stakeholders is critical to the success of any
campaign. The key stakeholders include customers, frontline staff, all brands within the stores, and
JCP management.
Recommendation. JCP needs to identify one slogan that embodies JCP’s vision and is not
too broad to fulfill. This slogan needs to be a staple on every communication touch piece. JCP
would also benefit hiring one spokesperson to be the face of the company and sticking with that
spokesperson. This person should embody JCP’s values and become a signifier for the brand. In
addition, JCP should implement an employee incentive program, or re-instate commission
incentives, to improve employee morale. Furthermore, JCP should hold frequent staff trainings
that are both fun and educational so that there is staff buy-in and staff can adequately
communicate to the customer.
Conclusion
JCP is an iconic American brand that once won the hearts of many customers, young and
old. Changes in the retail industry and the economy have adversely affected JCP, forcing it to
scramble to keep up with its competition. If JCP can reconnect with its original core values of
price, selection, and family, creative communication strategies should be able to speak to original
customers and untapped markets so that within a few years, JCP can truly become America’s
favorite store.
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Crocker, W. (2012, October 13). The end of tablets is near as stores like Kohl’s begin selling
tablets. Gotta Be Mobile. Retrieved from http://www.gottabemobile.com/2012/10/13/theend-of-tablets-is-near-as-stores-like-kohls-begin-selling-tablets/
Daily Herald. (2011, May 11). Little advantages have Macy’s beating competition. The Daily
Herald. Retrieved from
http://www.dailyherald.com/article/20110511/business/110519957/
Demeter Group. (2012). Retail Industry 2012 Outlook. Retrieved from
http://www.demetergroup.net/docs/whitepapers/Demeter_Group_Retail_Industry_2012_O
utlook.pdf
Finlayson, A. (2012, February 9). Ellen DeGeneres, JC Penney CEO address JC Penney
controversy. US Magazine. Retrieved from http://www.usmagazine.com/celebritynews/news/ellen-degeneres-jc-penney-ceo-address-jc-penney-controversy-201292
Gunderson, L. (2012, July 25). Retailers from Penney’s to Nordstrom to Macy’s try to find and
JCP: AMERICA’S FAVORITE STORE?
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master market niche. Oregon Live. Retrieved from
http://www.oregonlive.com/business/index.ssf/2012/07/retailers_from_penneys_to_nord.ht
ml
Hayes, F. (2012, September 26). Do Walmart, Macy’s and Target even know tablets exist?
Storefront Backtalk. Retrieved from http://storefrontbacktalk.com/e-commerce/dowalmart-macys-and-target-even-know-tablets-exist/
Heller, L. (2012, June 25). JCPenney under the Apple guy: Debacle or transformation? Clues
gleaned from competitors. Forbes.com. Retrieved from
http://www.forbes.com/sites/ycharts/2012/06/25/jcpenney-under-the-apple-guy-debacleor-transformation-clues-gleaned-from-competitors/
HTT Staff. (2012, July 10). JCPenney completes final round of HQ layoffs. HomeTextiles Today.
Retrieved from http://www.hometextilestoday.com/article/553029JCPenney_completes_final_round_of_HQ_layoffs.php
Ifeanyi, K. (2012, February 21). 7 retail trends that can boost your business. Inc. Retrieved from
http://www.inc.com/kc-ifeanyi/7-retail-trends-that-can-boost-your-business.html
Ionescu, D. (2012, June 23). 19 percent of American adults own a tablet. PCWorld. Retrieved
from http://www.pcworld.com/article/248562/1_in_5_american_adults_own_a_tablet.html
JCP. (2012, January). “NO” video. Retrieved from
http://www.youtube.com/watch?v=V5pkK52pUL8
JCP. (2012, February). “Ellen - Elizabethan era” video. Retrieved from
http://www.youtube.com/watch?v=pvLvIggJX10
JCP. (2012, August). “Back to School” video. Retrieved from
http://www.youtube.com/watch?v=EOYl5WPTNCY
JCP. (2012, September). “A bold new look” video. Retrieved from
JCP: AMERICA’S FAVORITE STORE?
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http://www.youtube.com/user/jcpenney?feature=CAwQwRs%3D
JCP website. (2012). www.jcpenney.com
Loeb, W. (2012, August 13). J.C. Penney reports deep 2Q12 loss – more pain to come.
Forbes.com. Retrieved from http://www.forbes.com/sites/walterloeb/2012/08/13/jcpenneyreports-deep-2q12-loss-more-pain-to-come/
Miller, C. C. (2012, September 9). Google struggles to unseat Amazon as the Web’s most
popular mall. The New York Times. Retrieved from
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Minato, C. (2012, June 16). The JC Penney disaster timeline: How ex-Apple guru Ron Johnson
is destroying the company. Business Insider. Retrieved from
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Olenski, S. (2012, June 15). JC Penney’s epic rebranding fail. Forbes.com. Retrieved from
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PwC/Kantar. (2012). Retailing 2020: Winning in a Polarized World. Retrieved from
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Schultz, C. (2012, February 20). U.S. highlights: 2012 retail outlook. Colliers International.
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%20Retail_Highlights_Final.ashx
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Spetalnick, M. (2012, October 5). White House says jobs data shows economy recovering.
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Sullivan, B. (2012, May 25). “Fair and Square” pricing? That’ll never work, JC Penney. We like
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Thompson, S. (2012, August 17). J.C. Penney: What just happened? Dallas Business Journal.
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Zimmerman, A. (2012, October 12). Best Buy to match online prices. The Wall Street Journal.
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Appendix A: Who Did What
Ashley:
•
Competitor analysis in the paper
•
Opportunities and Challenges section, including SWOT analysis, in the paper and
PowerPoint presentation
•
Conducted three customer interviews
•
Compiled the references section and appendices
•
Took in everyone’s written portions and edited, proofread, and compiled them into one
final document
Diana:
•
Competitor analysis in the PowerPoint presentation
•
Overview of JCP section in paper and PowerPoint presentation
•
Conducted 11 customer interviews
•
Took in everyone’s slides and compiled and redesigned them into one final presentation
Gabby:
•
Marketing and Advertising Objectives sections of paper and PowerPoint presentation
•
JCP’s Problems and Recommendations section of the paper and PowerPoint presentation
•
Conducted three customer interviews
Kendal:
•
JCP’s Previous and Current Campaigns and Brand Essence sections of the paper and
PowerPoint presentation
•
Took in everyone’s customer interviews and compiled them into the brand essence and
target demographic
JCP: AMERICA’S FAVORITE STORE?
•
Conducted five customer interviews
22
JCP: AMERICA’S FAVORITE STORE?
Appendix B: Competitive Landscape Matrix
23
JCP: AMERICA’S FAVORITE STORE?
24
Appendix C: Interviews with JCP Customers and Non-Customers
Name: Betty Tronstad
Age: 77
Gender: Female
Occupation: Home-maker
What do you think of when I say JC Penney?
Nice clothes, friendly atmosphere, just remodeled our Penney’s and it’s really clean and
neat.
How do you refer to JCP? (JC Penneys, Penney’s, or JCP?
Penney’s, they do have a new thing called JCP.
Have you seen their new campaign (Fair and Square)?
They’re catchy – doesn’t draw me, I go because I know Penney’s and have gone for years
and years, but I’m all for progress.
If yes, what do you remember about it?
Nothing
If yes, what did you think about it?
The ads aren’t drawing new customers, but I think older customers probably like it – I like
anything that’s redone, shiny, clean, moved around because it gives you a feeling that
they’re trying hard to please the customers. They have to keep up with the other stores, and
I think they do a good job.
Are you a JCP shopper?
Yes.
If yes, how long have you been shopping there for?
JCP: AMERICA’S FAVORITE STORE?
25
For decades, since I was young.
Why do you shop at JCP?
Good quality and lower prices than Macy’s or Nordstrom, clothes are just as good but
they’ve been around so long, that’s why they’ve updated it. Older people can find more there than
at other stores.
When was your last visit to JCP?
Last week.
If you went there recently, what was your first impression of the store (layout, customer
service, brands)?
I like that the prices are rounded numbers. I like Sephora, they’ve updated everything and
made it more convenient – put customer checkout in good spots (before you had to hunt
for them) and put them by the exits.
JCP: AMERICA’S FAVORITE STORE?
26
Name: KT Waxman
Age: 52
Gender: Female
Occupation: Professor
What do you think of when I say JC Penney? (3 adjectives)
Affordable, reliable store, good name, amazing catalog.
How do you refer to JCP?
Penney’s.
Have you seen their new campaign (Fair and Square)?
Yes.
If yes, what do you remember about it?
Color, clean lines, no-nonsense approach.
If yes, what did you think about it?
I like it. When Penney’s launched their new campaign, I was really impressed with it. Now
I read their ads in the Sunday paper because they’re clean, colorful, and modern.
Are you a JCP shopper?
Not on a regular basis, but I have been known to go in there
If yes, how long have you been shopping there for?
Since I was a child.
Why do you shop at JCP?
The prices are good, good selection of clothes, housewares, lingerie, furniture. They have a
variety of things.
When was your last visit to JCP?
JCP: AMERICA’S FAVORITE STORE?
27
Two months ago.
If you went there recently, what was your first impression of the store (layout, customer
service, brands)?
Very impressed at what they have done, they have changed everything. I felt that it was
very low in that you can stand in one spot and see the other side. I was impressed that there
was no $.99 after the price, so you don’t have to calculate anything. It shows they’re
honest and not lying, which I appreciated. The store was very colorful with good signage
of the department.
JCP: AMERICA’S FAVORITE STORE?
28
Name: Steve Waxman
Age: 59
Gender: Male
Occupation: Systems developer
What do you think of when I say JC Penney?
Cheap junk, low price, a place to go when you’re not looking for anything too nice. It’s not
good quality, but then again, you don’t pay a lot, so you know what to expect
How do you refer to JCP? (JC Penneys, Penney’s, or JCP?
Penney’s.
Have you seen their new campaign (Fair and Square)?
No.
If yes, what did you think about it?
They should not try to be something they’re not, don’t market to someone who isn’t going
to shop there, don’t market to who they hope to get because they’re not going to get them.
I couldn’t care less if they round the prices or not. They’re trying to market to too broad of
a scope, and they should just market to people who go to JCP.
Are you a JCP shopper?
Yes, I browse through the big and tall section only.
If yes, how long have you been shopping there for?
Five years.
Why do you shop at JCP?
Only to check out the big and tall section.
When was your last visit to JCP?
JCP: AMERICA’S FAVORITE STORE?
29
Two months ago.
If you went there recently, what was your first impression of the store (layout, customer
service, brands)?
Section was easy to find, labeled appropriately. I didn’t pay much attention to the layout or
have any interactions with any of the employees.
JCP: AMERICA’S FAVORITE STORE?
Name: Kathy Ives
Age: 56
Gender: Female
Occupation: VP at Sloan Consortium, company helps universities translate programs to online.
What do you think of when I say JC Penney? (3 adjectives)
affordable, big, old
How do you refer to JCP? (JC Penneys, Penney’s, or JCP?)
JC Penney’s
Have you seen their new campaign (Fair and Square)?
Yes
If yes, what do you remember about it?
New prices, hipper
If yes, what did you think about it?
I think it’s interesting. I hope it works out for them.
Are you a JCP shopper?
Not often, none are close
If yes, how long have you been shopping there for?
I’m not sure
Why do you shop at JCP?
If I pass it, for cheap clothes.
When was your last visit to JCP?
A year ago
30
JCP: AMERICA’S FAVORITE STORE?
31
If you went there recently, what was your first impression of the store (layout, customer
service, brands)?
It was laid out like any old department store – lots of clothing racks, a lot of choices. Not a lot of
employees.
If no, which department store(s) do you visit?
T.J. Maxx and Marshalls
Why do you visit that store?
Closer
Why don’t you go to JCP?
None near me.
JCP: AMERICA’S FAVORITE STORE?
Name: Jared Hannon
Age: 26
Gender: Male
Occupation: Junior analyst at Morgan’s
What do you think of when I say JC Penney? (3 adjectives)
Clothing, department, families
How do you refer to JCP? (JC Penneys, Penney’s, or JCP?)
JC Penney’s
Have you seen their new campaign (Fair and Square)?
No
Are you a JCP shopper?
No
Why do you shop at JCP?
I guess I would go there for cheap clothing.
When was your last visit to JCP?
I am not sure
If no, which department store(s) do you visit?
Marshalls, Walmart
Why do you visit that store?
Closer to me
Why don’t you go to JCP?
I have never seen one around here
32
JCP: AMERICA’S FAVORITE STORE?
Name: Cooper Mumford
Age: 19
Gender: Male
Occupation: Student
What do you think of when I say JC Penney? (3 adjectives)
Clothes, kids, old
How do you refer to JCP? (JC Penneys, Penney’s, or JCP?)
JC Penney’s
Have you seen their new campaign (Fair and Square)?
I think so, commercial with Ellen right?
If yes, what do you remember about it?
Something about sales
If yes, what did you think about it?
I didn’t really pay attention except to laugh at Ellen.
Are you a JCP shopper?
No
Why do you shop at JCP?
I wouldn’t, not my style. I’m too cool J!
When was your last visit to JCP?
Never
If no, which department store(s) do you visit?
I live in NYC so more brand stores – American Apparel, Aeropostal
Why do you visit that store?
My styles and closer
33
JCP: AMERICA’S FAVORITE STORE?
Why don’t you go to JCP?
Not my style and none near me.
34
JCP: AMERICA’S FAVORITE STORE?
Name: Ned Peirce
Age: 57
Gender: Male
Occupation: Web designer at Fidelity Investments
What do you think of when I say JC Penney? (3 adjectives)
Cheap, big, clothing
How do you refer to JCP? (JC Penneys, Penney’s, or JCP?)
JC Penney’s
Have you seen their new campaign (Fair and Square)?
No
If yes, what do you remember about it?
I do know they are changing their pricing scheme – all one price or something.
If yes, what did you think about it?
It was confusing I believe, I think they had to change it again. But I think it’s good that they are
trying to make the store more modern.
Are you a JCP shopper?
Not really, there are none close to me
If yes, how long have you been shopping there for?
Maybe 10 years.
Why do you shop at JCP?
Large selection and low prices.
When was your last visit to JCP?
Two years ago?
35
JCP: AMERICA’S FAVORITE STORE?
If you went there recently, what was your first impression of the store (layout, customer
service, brands)?
I don’t remember… similar to Macy’s?
If no, which department store(s) do you visit?
Walmart, Marshalls
Why do you visit that store?
They are very close to me and Walmart has everything.
Why don’t you go to JCP?
There are none near me.
36
JCP: AMERICA’S FAVORITE STORE?
37
Name: Esther Peirce
Age: 82
Gender: Female
Occupation: Retired
What do you think of when I say JC Penney? (3 adjectives)
Clothing, affordability, selection
How do you refer to JCP? (JC Penneys, Penney’s, or JCP?)
Penney’s
Have you seen their new campaign (Fair and Square)?
Yes, in store
If yes, what do you remember about it?
They changed their pricing, no coupons, all one price. And they are trying to look younger.
If yes, what did you think about it?
It was confusing at first and then they changed it again which made it worse. I think they have
finally decided on just one price. I think it’s good they are trying to be younger but I am not sure if
they will appeal to me anymore.
Are you a JCP shopper?
Yes, when I can.
If yes, how long have you been shopping there for?
Since I was a child, off and on.
Why do you shop at JCP?
Their large selection, customer service, and low prices (with coupons)
When was your last visit to JCP?
JCP: AMERICA’S FAVORITE STORE?
Last month
If you went there recently, what was your first impression of the store (layout, customer
service, brands)?
Same as it’s always been, clothing racks separated by gender and age. The one near me is a bit
messy since it changed management.
If no, which department store(s) do you visit?
I also go to Marshalls
Why do you visit that store?
Sometimes Penny’s doesn’t have everything I need
38
JCP: AMERICA’S FAVORITE STORE?
Name: Zheng Yan Tay
Age: 26
Gender: M
Occupation: Engineer
What do you think of when I say JC Penney? (3 adjectives)
pennies, cheap
How do you refer to JCP? (JC Penneys, Penney’s, or JCP?
J.C. Penney
Have you seen their new campaign (Fair and Square)?
Yes
If yes, what do you remember about it?
The Roman times ad featuring Ellen
If yes, what did you think about it?
Not very effective, didn’t make me go there.
Are you a JCP shopper?
No
If no, which department store(s) do you visit?
Macy’s and Walmart
Why do you visit that store?
More convenient. Visit Walmart for daily supplies. Macy’s on a random basis.
Why don’t you go to JCP?
Not convenient.
39
JCP: AMERICA’S FAVORITE STORE?
Name: Amabel Ng
Age: 28
Gender: F
Occupation: Manager, Recruitment Services
What do you think of when I say JC Penney? (3 adjectives)
Budget, family friendly, low-end
How do you refer to JCP? (JC Penneys, Penney’s, or JCP?
J.C.
Have you seen their new campaign (Fair and Square)?
Yes, ad featuring Ellen.
If yes, what do you remember about it?
Interesting.
If yes, what did you think about it?
Still did not compel me to go.
Are you a JCP shopper?
Not now.
If yes, how long have you been shopping there for?
Only back in college.
Why do you shop at JCP?
Near my college (Minnesota)
When was your last visit to JCP?
In college.
40
JCP: AMERICA’S FAVORITE STORE?
If you went there recently, what was your first impression of the store (layout, customer
service, brands)?
Not much impression.
If no, which department store(s) do you visit?
Macy’s, Lord & Taylor, Saks, Nordstrom
Why do you visit that store?
Just more convenient.
Why don’t you go to JCP?
Have other options.
41
JCP: AMERICA’S FAVORITE STORE?
Name: Seng Lee
Age: 28
Gender: M
Occupation: IT Engineer
What do you think of when I say JC Penney? (3 adjectives)
On sale, affordable, cheap
How do you refer to JCP? (JC Penneys, Penney’s, or JCP?
J. C. Penney
Have you seen their new campaign (Fair and Square)?
No
Are you a JCP shopper?
No
When was your last visit to JCP?
If you went there recently, what was your first impression of the store (layout, customer service,
brands)?
If no, which department store(s) do you visit?
TJ Maxx (stuff on sale), Walmart (cheap)
42
JCP: AMERICA’S FAVORITE STORE?
Name:
Age: 21
Gender: F
Occupation: Financial Account Manager
What do you think of when I say JC Penney? (3 adjectives)
Departmental store, clothes, cheap
How do you refer to JCP? (JC Penneys, Penney’s, or JCP?
J.C. Penney
Have you seen their new campaign (Fair and Square)?
No
Are you a JCP shopper?
No
If no, which department store(s) do you visit?
Macy’s, Marshalls, TJ Maxx
Why don’t you go to JCP?
JC Penney is a little weird, not to my budget nor style.
43
JCP: AMERICA’S FAVORITE STORE?
Name: Wei Yiing Quek
Age: 22
Gender: F
Occupation: Student
What do you think of when I say JC Penney? (3 adjectives)
Ellen Degeneres, Clothing, Store
How do you refer to JCP? (JC Penneys, Penney’s, or JCP?
JC Penney
Have you seen their new campaign (Fair and Square)?
No
Are you a JCP shopper?
No
If no, which department store(s) do you visit?
TJ Maxx, Marshalls
Why do you visit that store?
Closer, geographical location
44
JCP: AMERICA’S FAVORITE STORE?
Name: Yin Yiing Yeoh
Age: 22
Gender: F
Occupation: Student
What do you think of when I say JC Penney? (3 adjectives)
Clothes, accessories, cheap, branded
How do you refer to JCP? (JC Penneys, Penney’s, or JCP?
JC Penney
Have you seen their new campaign (Fair and Square)?
No
Are you a JCP shopper?
No
If no, which department store(s) do you visit?
TJ Maxx, Marshalls
Why do you visit that store?
Conveniently located
Why don’t you go to JCP?
Inconvenient
45
JCP: AMERICA’S FAVORITE STORE?
Name: Lu Quan Tan
Age: 20
Gender: M
Occupation: Student
What do you think of when I say JC Penney? (3 adjectives)
Big, clothes, multiple floors
How do you refer to JCP? (JC Penneys, Penney’s, or JCP?
JC Penneys
Have you seen their new campaign (Fair and Square)?
No
Are you a JCP shopper?
No
If no, which department store(s) do you visit?
Marshalls, TJ Maxx
Why do you visit that store?
Location
Why don’t you go to JCP?
inconvenient
46
JCP: AMERICA’S FAVORITE STORE?
47
Name: Anne McNevin
Age: 63
Gender: Female
Occupation: Professional Photographer
What do you think of when I say JC Penney?
not desirable, low quality, junky
How do you refer to JCP?
JC Penney
Have you seen their new campaign (Fair and Square)?
Yes, Wait no. I haven’t. I saw a old navy commercial and confused the two.
Are you a JCP shopper?
No
When was your last visit to JCP?
5 years ago
If no, which department store(s) do you visit?
Lord & Taylor, Whenthem Outlets
Why do you visit that store?
Good value. You get a high quality product for a more fair price
Why don’t you go to JCP?
I don’t like the quality. I think it is junky. I just don’t like it. I feel like a snob by calling the store
junky…. But it’s dirty and not good…
JCP: AMERICA’S FAVORITE STORE?
48
Name: Meg Whelpley
Age: 24
Gender: Female
Occupation: Legal Secretary
What do you think of when I say JC Penney?
Cheap, value, struggle (I know they have struggled a lot in the last 10 years)
How do you refer to JCP?
JC Penny
Have you seen their new campaign (Fair and Square)?
Yes
If yes, what do you remember about it?
It was trendier than I remember the store being. I also noticed that Liz Claiborne and MNG sells
their cloths at JCP now.
If yes, what did you think about it?
I was very interested to see new brands are sold there now. They used to have gross items. The ad
was more energetic and trendy- it reminded me of ads for other department stores like Macy’s or
Target
Are you a JCP shopper?
No
When was your last visit to JCP?
Don’t remember. It was years and years ago.
If no, which department store(s) do you visit?
Nordstrom, Macy’s, Target
JCP: AMERICA’S FAVORITE STORE?
49
Why do you visit that store?
They have higher quality product. Also, I know that the stores carry. I will spend more money to
like what I am buying and to know that it is good quality.
Why don’t you go to JCP?
It is kind of gross plus I wont find anything that I like.
JCP: AMERICA’S FAVORITE STORE?
Name: Jimmy McNevin
Age: 28
Gender: Male
Occupation: Procurement and Inventory management Fairbanks Morse, a Windmill company.
What do you think of when I say JC Penney? (3 adjectives)
Cheap, department, red
How do you refer to JCP? (JC Penneys, Penney’s, or JCP?)
JC Penney’s
Have you seen their new campaign (Fair and Square)?
No
Are you a JCP shopper?
I’ve been there
If yes, how long have you been shopping there for?
My whole life
Why do you shop at JCP?
Because it has a large range of things I need and is cheep
When was your last visit to JCP?
6-8 months ago.
If no, which department store(s) do you visit?
Khol’s or T.J. Maxx
Why do you visit that store?
It is closer to me
50
JCP: AMERICA’S FAVORITE STORE?
51
JCP: AMERICA’S FAVORITE STORE?
52
Name: Nicole
Age: 24
Gender: F
Occupation: Student
What do you think of when I say JC Penney? (3 adjectives)
Cheap, convenient, varied
How do you refer to JCP? (JC Penneys, Penney’s, or JCP?
JC Penneys, only old people still refer to it as “Penneys”
Have you seen their new campaign (Fair and Square)?
No
Are you a JCP shopper?
Yes
If yes, how long have you been shopping there for?
10+ years
Why do you shop at JCP?
It’s convenient to my home, and merchandise is usually decent quality for a good price.
When was your last visit to JCP?
A few months ago.
If you went there recently, what was your first impression of the store (layout, customer
service, brands)?
It was a mess because they were remodeling and everything was everywhere. Otherwise the new
store looks okay, but I liked the old look better.
JCP: AMERICA’S FAVORITE STORE?
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JCP: AMERICA’S FAVORITE STORE?
Name: Sudha Sivadas
Age: 36
Gender: F
Occupation: Student
What do you think of when I say JC Penney? (3 adjectives)
variety, quality, affordable
How do you refer to JCP? (JC Penneys, Penney’s, or JCP)?
JCP
Have you seen their new campaign (Fair and Square)?
Yes, with Ellen.
If yes, what do you remember about it?
Saw the Ellen ads.
If yes, what did you think about it?
Not aware though that JCP was getting rid of coupons.
Are you a JCP shopper?
Yes, but online.
If yes, how long have you been shopping there for?
One year.
Why do you shop at JCP?
Online: Can shop anytime.
When was your last visit to JCP?
Yesterday (online)
If no, which department store(s) do you visit?
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JCP: AMERICA’S FAVORITE STORE?
Target for physical store.
Why do you visit that store?
Convenience – near my home
Why don’t you go to JCP?
Too far.
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JCP: AMERICA’S FAVORITE STORE?
Name: Munting Ng
Age: 34
Gender: F
Occupation: Homemaker
What do you think of when I say JC Penney? (3 adjectives)
Affordable, good deals, limited selections
How do you refer to JCP? (JC Penneys, Penney’s, or JCP?
JC Penney’s
Have you seen their new campaign (Fair and Square)?
Yes
If yes, what do you remember about it?
Nothing in particular
If yes, what did you think about it?
Kinda same with Macy’s “everyday low price”
Are you a JCP shopper?
Yes
If yes, how long have you been shopping there for?
3 years
Why do you shop at JCP?
Affordable, convenient
When was your last visit to JCP?
3 days ago
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JCP: AMERICA’S FAVORITE STORE?
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If you went there recently, what was your first impression of the store (layout, customer
service, brands)?
Layout: Overall good, easy to navigate around. Customer service: satisfactory. Brands: Limited,
but I don’t see any problems with that because if I’m looking for certain brands, I usually will visit
their respective outlets.