JCPenney introduces 'Penney Days'

JCPenney's (NYSE:JCP) new marketing campaign is rooted in the retailer's name and is intended to reinforce the retailer's value proposition. Penney Days will feature products sold for an actual penny.

The "Get Your Penney's Worth" campaign will launch this spring and include the Penney Days promotion that will make select JCPenney private label items available for 1 cent.

The marketing campaign kicks off Feb. 28 with a television commercial which will air in both English and Spanish. A new logo resembling a shopping bag has been designed for the promotion.

JCPenney will feature items considered "perception shifters." According to company research, many consumers have underestimated brand quality at JCPenney, and part of the campaign's goal is to shift this perception by highlighting both national brands—including Levi's, Nike and KitchenAid—alongside house brands such as Liz Claiborne and Worthington.

"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."

A weeklong Penney Days event will start Feb. 28 in stores and online, featuring apparel and accessories from Penney's Arizona label for a penny.

Penney Days will recur throughout the year and be promoted in print, digital and TV spots. There will also be a social media campaign around the power of the penny using the hashtag #SoWorthIt.

It's a far cry from former CEO Ron Johnson's plan to wean shoppers off sales and deep discounts with everyday low pricing. JCPenney has staged a comeback, wooing back those value shoppers and rebuilding the retailer's stable of private brands.

For more:
-See this JCPenney press release

Related stories:
More executive changes at JCPenney
JCPenney gives millennials more, redesigns the center store
JCPenney to sell appliances
JCPenney's strategic plan to remodel some stores, close others
JCPenney sales rise 4% despite holiday warm weather

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