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JCPenney ramps up holiday efforts via foursquare promotion

November 16, 2011

JCPenney is getting into the holiday spirit by donating $25 to The Salvation Army for every customer who checks in to one of its locations on Black Friday.

Through the Angel Giving Tree Online program, consumers can check-in via foursquare to a JCPenney store between 4 a.m. and 1 p.m. The company is giving up to $100,000 to The Salvation Army.

“Because the number of people seeking support from The Salvation Army continues to increase each year, JCPenney wanted to make it easier for supporters to get involved in the Angel Giving Tree program,” said Daphne Avila, spokeswoman for JCPenney, Dallas.

J. C. Penney Company Inc., one of America’s leading retailers, operates more than 1,100 JCPenney department stores throughout the United States and Puerto Rico, as well as one of the largest apparel and home furnishing sites on the Internet at

Mobile giving
To encourage consumers to participate JCPenney is awarding the community with the most foursquare check-ins on Black Friday with a celebratory shopping party, which will be held Dec. 17.

The winning store will host a food truck on-site with complimentary snacks and beverages.

In addition to the foursquare promotion, JCPenney is also getting the word out about its Angel Giving Tree Online initiative.

The program provides gifts to disadvantaged kids and senior citizens across the country.

JCPenney is letting consumers access the program via their mobile device by entering on their mobile browser.

Additionally, the company has rolled out an iPad app for the Angel Giving Tree Online program as well.

Consumers can donate via the Angel Giving Tree program

Ongoing efforts
On Thanksgiving Day, JCPenney will donate $40 to The Salvation Army – up to $400,000 – for every Angel adopted online or via mobile.

“Three years ago, we brought the Angel adoption process online at and this year, we’ve introduced the ability for group adoptions and optimized the adoption site so it could be accessible via a mobile phone,” Ms. Avila said.

“By investing in the digital technologies to make supporting Salvation Army Angels easy and convenient, we hope to attract more supporters than ever before,” she said.

Final Take
Rimma Kats is staff reporter on Mobile Commerce Daily, New York

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

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