JCPenney’s New Back-to-School Campaign

alicia aThis back-to-school season, JCPenney is launching a new multimedia marketing campaign to help make the shopping season even easier for parents and kids. The company has launched a redesigned JCPenney mobile app as well as expanded its ‘Buy Online, Pick Up In Store Same Day’ option to all stores nationwide. “Our marketing campaign and promotions will be aimed squarely at the modern American mom, who will be planning multiple shopping trips to take advantage of great savings, must-have styles and convenient digital experiences that make JCPenney worth shopping the entire back-to-school season,” said Mary Beth West, chief customer and marketing officer for JCPenney.

In addition to the new digital offerings, the retail brand will also be offering more in-store promotions such as “Power Penney Days” and coupons and is partnering with popular vloggers Alisha Marie, Niki & Gabi DeMartino, Alyson Stoner and Jessie Paege on a 24-city “Girls Night In” national tour.

The combination of digital and in-store marketing should hit the back-to-school mark for moms.  While moms use retail websites for product research and comparisons, a recent study from Crowdtap found the majority of back-to-school shoppers still favor physical stores for making actual purchases–with both value and convenience topping their list of purchasing decision factors.

Read more about JCPenney’s campaign here.

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