JCPenney Corporation, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands
In operation since 1902, J.C. Penney is a top retailer in the U.S. Clothing, shoes, jewelry, and home furnishings are sold in department stores across the country as well as in Puerto Rico. The company's direct business includes online store, jcp.com, which is one of the largest shopping web sites. J. C. Penney is headquartered in Plano, TX.
|Main Telephone||(972) 431-1000|
|Main Fax||(972) 431-9638|
JCPenney Corporation, Inc. ContactsContacts (5/59)
|Marvin E.||Chairman & Chief Executive Officer||TX|
Sample of Associated Brands
|Edward R.||Chief Financial Officer||TX|
|Therace R.||Executive Vice President & Chief Information Officer||TX|
|John T.||Executive Vice President & Chief Merchant||TX|
|Joe M.||Executive Vice President||TX|
|Arizona Jean Company||*|
|St. John's Bay||*|
|JCPenney Corporation, Inc.||*********|
|JCPenney Portrait Studios||*|
|******** ***********, ***.||**||Digital||2001||present|
|******** ***********, ***.||************||AOR - creative||2015||present|
|******** ***********, ***.||**********||digital, social||2015||present|
|******** ***********, ***.||******** ******||creative||unknown||present|
|******** ***********, ***.||***||creative, digital, social||2013||present|
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Digital, Mobile, TV Opps: JCP focusing on home offerings, Millennials to spur turnaround
Subject: print, TV, omnichannel, mobile, digital, social media, outdoor sponsorship
Company: Winmo), the clothing, shoes, jewelry and home furnishings department store headquartered in Plano, Texas.
Opportunity: In light of slumping Q1 sales, JCP is planning to place more emphasis on its home business. During the Q1 earnings call, CEO Marvin Ellison outlined plans, which are intended to attract a new customer base and differentiate the retailer from with traditional mid-tier department stores. Among the new initiatives are the return of major appliance sales (which we told you about in February), the addition of Ashley Furniture to the furniture department and a new partnership with Empire Today flooring.
JCP declined to sponsor the Academy Awards this year and Ellison said this decision represented roughly 75% of its Q1 marketing savings. He added that JCP had received “incredibly positive” feedback on its new branding campaign and had no plans to make major overhauls in the current strategy. Having said that, Ellison did say that JCP is always “tweaking” its strategy and will make adjustments along the way. The current strategy includes a heavier focus on digital marketing and modernizing its one-to-one marketing in order to address the emerging Millennial customers. While traditional media is not off the table, Ellison understands that today’s consumer is spending money on entertainment, experiences and home beautification, so apparel sales were down due to the share of wallet competition.
Note that JCP has conducted a media review recently, but decided to retain OMD after nearly a decade on the account (more here).
New Partnerships/Growth Initiatives: New partnership with Empire Today flooring. Sellers and agency readers should note that Empire Flooring will be responsible for the marketing around this partnership, so be sure you are reaching out accordingly.
Additionally, JCP will strengthen its Sephora partnership by adding 32 units during 2016 (546 Sephora shop-in-shops already exist at JCP), will feature exclusive brands (such as Arizona, St. John’s Bay, Royal Velvet and Liz Claiborne) and will focus on the $17 billion plus-size market by introducing Boutique in 200 stores.
Competitors: Other mid-tier department stores include: Macy’s, Sears, Dillard’s, Kohl’s and Belk.
Target Audience: CMO Mary Beth West told AdAge that JCP's typical shopper is the modern American mom who is looking for deals and has to juggle being the primary breadwinner in their family with raising children. West said: ”She doesn't have the luxury of going to a store and walking out empty-handed. The definition of value to her has extended beyond price, quality and style — it's also about her time and her effort.”
Media Spend: According to Kantar Media, JCP spent $381.5 million on measured media. Most of this was allocated to broadcast ads ($222.2 million), print ($54.4 million), radio ($10.3 million), display ($7.9 million) and search ads ($86.7 million).
National TV Spend: So far in 2016, JCP has spent $52.9 million on national TV ads this year, per iSpot. This is just slightly more than the same period in 2015 ($51.7 million). See chart for 2016 show targeting.
For full 2015, JCP spent $129.9 million on national TV ads in 2015 – up from $116.1 million in 2014. Sellers should note how show targeting has shifted slightly from 2015 to 2016 (see last chart).
Digital Breakdown: So far in 2016, JCP has run 367 display ads on 1,705 publishers (13% mobile). Top 2016 ad destinations include: southernliving.com, nbcuniverso.com, wwe.com and thenest.com (25% placed site direct versus programmatically). JCP has also run 245 high impact and 57 video ads on publishers such as Tampa Tribune, CafeMom and Sports Illustrated.
Per Moat, JCP ran 554 display ads on 2,342 publishers in 2015 (8% mobile). Top ad destinations included instyle.com, telemundo.com, epicurious.com and peoplestylewatch.com (71% placed site direct versus programmatic). JCP also ran 309 high impact ads and 116 video ads last year.
6501 Legacy Dr.
Plano, TX 75024
Mary Beth West
Chief Marketing Officer
Direct Dial: (972) 431-1934
Director, Multicultural Marketing
Digital Manager, SEO