The critical holiday sales period is here, bringing to the spotlight a number of seasonal campaigns that brands have spent months — if not longer — fine-tuning in pursuit of a revenue surge. For JCPenney’s part, the retailer in September launched a “Really Big Deal Reveals” promotional blitz. Just a couple of months in, the effort has already shown promising results in attracting and retaining new shoppers, Marketing Dive can exclusively share.
The department store chain’s “Really Big Deal Reveals” campaign is currently running during Amazon Prime Video’s “Thursday Night Football” programming and offers viewers new offers each week. The effort has been successful in driving traffic, including repeat visits, and is forecast to attract over 2 million new customers in-store and online, said JCPenney’s Consulting Chief Brand and Marketing Officer Marisa Thalberg in emailed comments.
“It’s a clear signal that our strategy is resonating in a meaningful way with consumers; the team was smart to see TNF as a major media moment, worthy of leveraging our high-profile celebrities with unbeatable deals,” said Thalberg, who was appointed to her role in October.
As part of its campaign, JCPenney during each “Thursday Night Football” broadcast through Dec. 26 will announce a new exclusive offer for viewers. Ad spots star a variety of celebrities, including Martha Stewart and Shaquille O’Neal. The campaign is being supported by social media, online video, email and in-store signage.
Scoring new shoppers, repeat visits
Nearly every deal since the rollout of JCPenney’s campaign has surpassed its forecasts by at least double digits, Thalberg said. For the retailer’s inaugural deal it sold 3.2 towels every second. Sales during both its $20 denim deal and $699 diamond deal exceeded expectations by over 200%. The deal around an exclusive Lionel Messi fragrance had the highest penetration of new customers to date at 30%, and 75% of existing customers who purchased the Messi product had never purchased a fragrance before.
“Really Big Deal Reveals” has proven successful in attracting new shoppers: JCPenney has been averaging 13%-15% new customers each week of the campaign, according to the brand. So far this year, new and reactivated customers have made up 12% more of JCPenney’s total customers than they did last year. Additionally, 15% of new shoppers from the past three weeks have already made repeat purchases.
The blend of deals with an air of urgency and a star-studded cast of celebrities is what is helping attract and retain new shoppers, Thalberg explained.
“There is real truth in the ‘thrill’ of scoring a really great product — or a gift you know a loved one is going to adore — at an incredible price,” Thalberg said. “It's akin to watching your favorite team score big on the field, which is why the context of football is perfect for us in which to announce our Really Big Deal each week.”
The campaign from JCPenney also arrives as consumers prepare to open up their wallets for holiday shopping. Shoppers this season are expected to spend an average of $1,778, an increase of 8% over the year prior, according to Deloitte.
JCPenney’s holiday playbook also includes a focus on in-store shopping experiences, including through the return of its nostalgic JCPenney Snow Globe giveaway. The brand additionally has teamed with candymaker Haribo for a clothing line and expanded its tie-up with Martha Stewart for The Martha Stewart Holiday Collection. Early Black Friday access deals and additional in-store giveaways help round out the seasonal program.
Guiding this year’s holiday strategy is a $1 billion turnaround plan announced in the fall of 2023 that introduced a new brand positioning and “Make It Count” ad campaign centered around accessibility, loyalty and promoting positive change. The company revamped its JCPenney Rewards Program in April and so far has seen a 25% year-over-year increase in enrollment, and over 1.4 million customers have earned a CashPass since the relaunch.
A successful holiday campaign could be critical in helping boost momentum during what is otherwise a difficult time for the embattled department store chain. The J.C. Penney Company, which uses the name JCPenney for marketing purposes, reported a 9.2% year-over-year revenue decline for a total of $1.5 billion in its second quarter ended Aug. 3.
While a loyalty revamp and new brand positioning have been at the core of JCPenney’s turnaround strategy, the appointment of Thalberg to the consulting CMO role is another piece of the puzzle. In a LinkedIn post announcing her move, the exec, who previously led marketing for Lowe’s and Taco Bell, described JCPenney as “ripe for reinvigoration.”
As the exec looks ahead, the performance of the “Really Big Deal Reveals” campaign has provided valuable insights to help carry the brand into 2025, Thalberg said.
“I went from being only somewhat familiar with JCPenney beforehand, to being an absolute convert and I am genuinely excited about how much there is in our stores to convey that many people don’t realize,” said Thalberg. “My #1 priority is setting us on a new course for how to tell that story, in a way that we are confident is going to bring a whole new audience to — or back to — JCPenney.”
