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JCPenney leverages database to build new SMS program, drive opt-ins

June 6, 2013

JCPenney is turning to its existing database to get the word out about a new SMS program that promotes the company’s latest product line and doles out deals for it.

Earlier this week, JCPenney sent out a text message to consumers informing them about the new product line. The company has used SMS quite a bit in the past to build a relationship between the brand and its customers.

“JCPenney is using text messages to drive traffic to our new Home department, launching June 6,” said Joey Thomas, a spokesman for JCPenney.

Mobile incentive
Earlier this week, JCPenney’s mobile database consumers received a text message that read “JCP: Text NEW to 527463 and get a $10 of $30 coupon at sign-up, plus learn about new brands & offers for home.”

When consumers text the keyword NEW to the short code 527463 they get a text message from the company that encourages them to text the keyword Y to confirm their Home Text Alerts opt-in.

From there, consumers get a $10 coupon which they can save and redeem.

By turning to their existing database, JCPenney is educating consumers about its new program and enticing them to opt-in.

SMS is an ideal channel to build a relationship between the brand and consumer.

SMS helps marketers send out timely and relevant messages to drive engagement and get the word out about current promotions and, ultimately, drive sales.

“The goal is to specifically target Home consumers, sharing special offers and information about jcpenney’s eagerly anticipated Home makeover,” Mr. Thomas said.

Past efforts
JCPenney has been ramping up its mobile efforts over the past few years.

Last year, JCPenney continued to make mobile advertising a big part of its strategy with a campaign that promoted its Arizona Jeans products (see story).

Additionally, the department store continued to prove that mobile plays a critical role in its marketing efforts by running a time-sensitive SMS campaign that promoted its Easter dresses (see story).

“For this newest SMS initiative, the coupon is intended to encourage consumers to go in store or online to shop our new home department attractions,” Mr. Thomas said.

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Rimma Kats is associate editor on Mobile Commerce Daily and Mobile Marketer. Reach her at

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