amid management upheaval and sales woes, jc penney has hired wpp's y&r to work on advertising that will help turn the retailer's fortunes around.
|Scooped by Vince Hoang|
JCPenny has revolved its door to choose a capable and consumer-to-listened leader (CEO). Former CEO Ron Johnson, Celebrity from Apple Store, did not succeeded his job in a very short tenue. Now JCPenny has looked for a combined team of world-class and wellknow CMOs and magician advertises from different advertisement firms to work together for an overnight turnaround medicine.
What are one-size-fit-all medicines for JCPenny, a 100-years-plus-old retailer?
American consumers or shoppers have adopted with new IT and high-tech platforms and devices to purchase beside visiting brick-and-mortar stores. Mailed coupon programs have become a popular promotion strategy luring JCPenny shoppers to its stores. Selective brands are also familiar to middle-class and mid-aged customers. But overnight and days-long shippings have increased the traffice of online sales transactions not only for Amazon and other online stores but also mobile-and-Internet-based businesses. The cost of fuel and traffic jam have persuaded shoppers to choose online purchases more than physical visits and driving trips to stores. FedEx, UPS, DHL and USPS have also offered flat-fee, fast-delivery and signiture-confirmation shipping options to allow shoppers feel secure and confortable with e-commerce environments.
Smartphone with embedded video-and-photo emails, social networking and social media, and apps, allow shoppers to check product information, prices and other details with family members, friends, peers, followers and others at livetime and immediately. If bargaining and location-based discounts are offered, shoppers or dinners will take those deals. Shopping environment or experience, brands and prices are three brick-and-mortar retailers having taken in to design their effective and win-win marketing plans. Who purchase at brick-and-mortar stores? What elements bring shoppers to stores? What brands impress shoppers?