JCP BRAND ANALYSIS
&
E-COMMERCE SITE
EFFECTIVENESS
Aarica Jefferson, Julio Santos
Dominique Marsh, Varissa Campos
S.W.O.T Analysis
Strengths:
•
Omni-channel
•
Wide variety of products
and services
•
Lifetime relationship with
customers
•
Brand recognition
•
Established nationwide
Weaknesses:
•
Blurred target market
•
Identity crisis
•
Decrease in sales
•
Loss in popularity
Opportunities:
•
More internet presence
•
Utilize more social media
•
Product and service
expansion
•
Niche markets
Threats:
•
Kohls
•
Macy’s
•
Dillards
Site Purpose

Inform the consumer on product selection

Provide products sold in the brick and mortar store to online customer.

Display

In-store sales

Exclusively online promotions

Featured merchandise
Positive Branding

While the site is not overly saturated with the new logo, JCP
prominently features private brands and designer collaborations.

Showcases promotions that enforce the idea that J.C. Penney is a place
to purchase great products for inexpensive prices.
Intended Audience


The intended user of jcpenney.com is broad

Consumer searching for specific item

Former shopper that is rediscovering brand

Current shopper that is researching sales
JCP is now targeting younger consumers, a fairly recently enforced
strategy.
Mobile Content Solutions



Mobile device updates
Text alerts are useful for the shopper who

doesn’t receive mail circulars

have an email address

Use a smart phone
Ensures consumer remains aware of sales
and promotions
Revenue Model & Marketing
Relationships

J.C. Penney follows the value added and product differentiation
revenue model.

J.C. Penney does not appear to have affiliates, alliances, a market
place, or other marketing relationships, but they do have investors.
Features & Functionality

Simple and enjoyable

Features:

Sign-up for both mobile and email updates

Item search engine

Links to social media
Usability

Very user-friendly

Award-winning usability

Departmental product categories

Home, women’s, men’s, junior’s, kid’s, shoes and patio

Mouse-over sub-menus

Easy to navigate
Social Media
 Utilizes social media to create awareness


Of store brand

Of sales and promotions

Of private brands
Links to Facebook, Twitter, and YouTube page.
Mobile Commerce

Utilizes mobile commerce capabilities

plenty of options for mobile

mobile updates

mobile app available for

iPhone

iPad

Android devices.
International Presence

JCP ships to South America, Europe, Africa, Asia and Canada.

Shipping rates are dependent on country

No physical stores outside of the United States
J.C. Penney’s Major Competitor
Usability

J.C. Penney site is more user-friendly than Kohl’s

More clearly defined navigation tools


Ex. clothing categories. “Women’s pants”
Both websites are easy to use, but J.C. Penney’s site is slightly more
polished looking, and easier to maneuver.
Web Strategies

Strategies are similar

Kohl’s showcases sales promotions more noticeably

Kohl’s clarity in advertisement is the stronger website strategy


Entices the Kohl’s consumer to enter the sale webpage
More likely to purchase impulsively.
Assortment Differences

Organization of product categories is different

J.C. Penney has a more broad, less cluttered approach to their product
assortment.

Kohl’s has more than five sub categories for each product section,
which can be overwhelming for customers when shopping online.
Conclusion

JCP has strong brand recognition, but while attempting to gain new
consumers, former consumers were alienated

JCP has more user-friendly website design than its main competitor,
Kohl’s


Kohl’s has a more compelling cross-selling e-commerce strategy
JCP should focus on reversing damage done by rapid repositioning

Reclaim former consumers by reverting back to previous pricing strategy; JCP
consumers prefer the implementation of coupons and finding bargains