JCPenney (NYSE:JCP) is proving that a once staid retailer can execute a modern day mobile marketing campaign to reach a highly desirable demographic, in this case Hispanics via a World Cup promotion on social media.
The retailer has been running a comprehensive marketing campaign that includes a sponsorship of Univision's World Cup coverage. "Our growth depends on catering to the Latina," Lyris Leos, director-multicultural marketing told Ad Age.
Hispanics compromise just 9 percent of JCPenney's current customer base but account for a disproportionately high percentage of sales. The retailer expects Hispanic shoppers to be its fastest growing shopper base this year.
To reach this shopper, JCPenney has woven Hispanic marketing efforts into every level of its organization, eliminating roles and divisions solely dedicated to the demographic.
There's a new Hispanic Facebook page and 180 stores identified as having a high percentage of Hispanic shoppers with bilingual signage and Spanish-speaking associates.
How does the World Cup fit in? According to Leos, more Hispanic women watch the event than non-Hispanic men in the U.S. So for all the retail efforts to reach soccer fans this month, targeting this particular group of female shoppers could be like hitting the jackpot.
"While the World Cup is typically geared towards men, our efforts show that it is just as important to women. The last World Cup was viewed by 112 million U.S. households and half of which were Hispanic households," Kate Coultas, senior manager of media relations and corporate affairs at JCPenney told Mobile Commerce Daily.
Followers on Shopkick can view World Cup fashion looks on the mobile website and receive special offers via text messages. There are brackets on the Latino Facebook page to track teams and a Twitter campaign offering followers a chance to win free "kicks" (shoes) for retweets. Each tweet is averaging roughly 500 retweets from engaged fans. Additionally, $25 gift cards were offered to shoppers that used designated hashtags after June 28.
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