JCPenney targets off-price shoppers with new marketing campaign

JCPenney wants to convince off-price shoppers to give the Catalyst-owned brand a chance.

For its new marketing campaign unveiled on Monday, the American department store chain invited six real shoppers to a "retail rejuvenation retreat" for what it described as a clothing cleanse. The idea is to convince budget-conscious customers that they could have a higher success rate by shopping at JCPenney than at off-price retailers, and lowering their risk of suffering from "retail regret" afterward.

The campaign arrives as off-price sales are growing strong. Ross Stores recorded a 21 percent YoY increase in revenues, while TJX’s Marmaxx division increased comparable sales by 6 percent YoY.

JCPenney said a recent study promoted by the company found 87 percent of budget-conscious customers agreed their "visit to JCPenney is worth my time,” and 92 percent confidently said, “I got a good deal” at JCPenney.

As part of the campaign rollout, JCPenney is also inviting off-price customers who have regretted a retail purchase to stop by any JCPenney store nationwide and trade their item in for 15 dollars off a 50 dollars purchase. The offer will run from August 28 to 30.

"Here's what we know about you," said Marisa Thalberg, executive vice president, chief customer and marketing officer for Catalyst Brands. "You don't want less. You want better for less. Better quality. Better brands. Better experience. Better value. Not because you're asking too much, but because you're asking for what we happen to believe every American deserves. Consider this our invitation to discover that style, quality and value really can exist together, without tradeoffs. You just may not have thought that the answer to it is JCPenney. Yes, JCPenney."