- As part of its previously announced $1 billion investment in improving the customer experience and operational efficiencies, JCPenney is launching an enhanced rewards program that will double the rate at which members earn points.
- The JCPenney Rewards and Credit Program will be free to join, award CashPass points at a one-to-one-dollar ratio, with an additional $10 awarded once $200 is spent, and additional incentives for joining and birthday rewards.
- The retailer will introduce the revamped loyalty and credit program via a marketing campaign that will emphasize how it enables consumers to “Get More. Earn More. And Save More.” The campaign will also feature NBA legend and brand ambassador Shaquille O’Neal celebrating the one and only time he made a three-point shot during his career.
According to the company, JCPenney has more than 20 million rewards members who shop at the retailer an average of five times a year. The new rewards program is intended to not only reward them for their continued loyalty but is a bid to lure others back into the stores.
“We want every trip to JCPenney to be worth it. We want it to be easier to take advantage of our rewards, easier to reach rewards milestones, and to make it a sure thing that every member sees rewards each year,” said Katie Mullen, chief customer officer, JCPenney. “Enhancing our Rewards Program is an important piece of how we bring value to our customers, but not the only piece. We’re already known for offering the widest range of accessible fashion across beauty, home, apparel, fine jewelry, salon and more, and we want to continue to earn the loyalty of America’s diverse working families.”
After years of struggling in a rapidly changing retail sector, JCPenney has been working to rebrand itself and re-assert its relevance for a new generation of consumers. Last year, the company made a point of using non-actor children being their authentic selves in its back-to-school campaign and later reintroduced itself to consumers via a strategy to “Make it Count” with consumers by highlighting the company’s 120-year history and its connection to many Americans’ lives. More recently, the brand launched its first-ever prom-focused collaboration in a move to bring affordable formal wear to diverse working families.
To generate excitement around the relaunched program, the brand has enlisted Shaquille O’Neal in a promotional effort that pokes a little fun at his career. In the spirit of reliving the one time when O’Neal made a three-point shot during an NBA game (DATE), the retailer is encouraging customers to come into any JCPenney location between 11 a.m. and 1 p.m. local time to sign up for the new Rewards program (or show their current Rewards status) and try to score a three-point basket into a shopping cart for a chance to win coupons worth between $10 and $100.
Fans are also being encouraged to record their attempts to make three-point shots via social media and share them with the tag #JCPRewards for a chance to show off their skills in front of Shaq in person later this year.
