JCPenney's Bold 'Really Big Deal Reveals' Campaign

The critical holiday sales period is here, spotlighting a variety of seasonal campaigns that brands have meticulously crafted for revenue boosts. JCPenney has launched its “Really Big Deal Reveals” campaign, which has already shown promising results.

Campaign Overview

Running during Amazon Prime Video’s “Thursday Night Football”, this promotional blitz offers new deals weekly, successfully driving traffic and repeat visits. According to Marisa Thalberg, JCPenney’s Consulting Chief Brand and Marketing Officer, the campaign is expected to attract over 2 million new customers both in-store and online.

“It’s a clear signal that our strategy is resonating in a meaningful way with consumers,” said Thalberg.

Engaging Offers and Celebrity Endorsements

Each Thursday Night Football broadcast through December 26 will feature new exclusive offers, with ad spots showcasing celebrities like Martha Stewart and Shaquille O’Neal. The campaign is further supported by social media, online video, email, and in-store signage.

Scoring New Shoppers and Repeat Visits

JCPenney's campaign has exceeded sales forecasts significantly. The inaugural deal sold 3.2 towels every second, and promotions like the $20 denim deal and $699 diamond deal exceeded expectations by over 200%. Notably, the Lionel Messi fragrance deal attracted 30% new customers, with 75% of those being first-time fragrance buyers.

Key Metrics:

• JCPenney averages 13%-15% new customers weekly.
• New and reactivated customers represent 12% more of total customers compared to last year.
• 15% of new shoppers made repeat purchases within three weeks.

Emotional Connection and Holiday Spending

Thalberg emphasizes the thrill of finding great products at unbeatable prices, likening it to the excitement of watching a favorite team score. This emotional connection is pivotal for the campaign's success.

As consumers prepare to spend an average of $1,778 this holiday season (an 8% increase from last year), JCPenney’s campaign aligns perfectly with this trend.

Additional Holiday Strategies

JCPenney aims to enhance in-store experiences with initiatives like the nostalgic JCPenney Snow Globe giveaway and collaborations with Haribo and Martha Stewart. The campaign also includes early Black Friday deals and in-store giveaways.

Turnaround Strategy and Future Plans

Guided by a $1 billion turnaround plan, JCPenney has revamped its Rewards Program, seeing a 25% increase in enrollment since April. Despite a 9.2% revenue decline reported in Q2, a successful holiday campaign could provide crucial momentum for the brand.

Marisa Thalberg, previously from Lowe’s and Taco Bell, sees this campaign as vital for reinventing JCPenney’s brand story and attracting new audiences.

“My #1 priority is setting us on a new course for how to tell that story,” she stated.