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JCPenney strengthens mcommerce efforts via new ad campaign

February 22, 2012

Department store chain JCPenney is promoting its new fair and square pricing, as well as ramping up its mobile commerce strategy via a new advertising campaign.

The company is running audio and full page ads within Pandora’s iPhone application. JCPenney unveiled its new fair and square pricing last month.

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 awareness
The fair and square initiative includes three kinds of pricing – everyday, month-long values and best prices.

Additionally, the initiative also includes one return policy, which lets consumers return any item, anytime and anywhere.

The mobile and audio ads running in Pandora explain the fair and square program and encourage consumers to take advantage.

When users tap on the mobile ads, they are redirected to the company’s mobile site where they can shop the latest men’s, women’s, home and bed and bath products.

Consumers can shop via the company’s mobile site

There, consumers can also browse gift cards, view videos from JCPenney, track their order and find out if they are eligible for the company’s credit card.

The mobile site also encourages consumers to download the JCPenney iPhone app so that they are able to shop no matter where they are.

Marketing efforts
JCPenney has been stepping up its mobile commerce efforts in the past couple of years.

In 2010, the company partnered with various mobile social networks to distribute a Christmas-themed promotional offer featuring badges and mobile coupons.

Consumers that visited a JCPenney store before Christmas Eve and shared the location with their friends via Brightkite, foursquare or Facebook Deals/Places instantly received a $10-off coupon to spend in the store or online (see story).

Last year, JCPenney integrated Apple’s iPad into the in-store experience to help guide consumers into making the right purchase decisions.

The company announced that it would also begin rolling out a “findmore” experience using iPad to 50 fine jewelry departments nationwide (see story).

Most recently, JCPenney got 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 were able to check-in via foursquare to a JCPenney store between 4 a.m. and 1 p.m. (see story).

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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