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Brand Media Guide

Sponsored by:

Marketing Innovators

JC Penney

Company Website: http://JCPGiftCard.com

Founded: 1902

Primary Products and Services

Men’s, women’s and children’s apparel; home and holiday décor; jewelry and watches; kitchen and dining; furniture and mattresses; handbags and accessories, lingerie and pajamas, men and women hair salons; makeup centers and photography studios.

JC Penney has about 850 stores in 49 states and Puerto Rico, and online sales via jcpenney.com

Company Story

JC Penney is a story of America, built on a pioneering entrepreneurial spirit based on clear values: provide quality goods that people need or want at affordable prices, and, find good employees, and train them well. It’s a formula that has endured in retailing across a century or more because of and despite multiple revolutions in retailing and company leadership.

Born in the 19th century, founder James Cash Penney was an ambitious young man working for a dry goods store who got his first shot at store ownership in 1902 at a store under the name of Golden Rule in Kemmerer, Wyo., a booming coal mining town. He turned an investment of several thousand dollars into a chain of stores, which he renamed J.C. Penney in 1913 as part of a drive toward national expansion.

The company opened its 1,000th store in 1928 and performed remarkably well during the depression due to the company’s carefully managed finances and focus on value pricing. The company opened its first full-line department store in a suburban mall in 1961 that started a trend that lasted over 50 years and launched a mail-order business in 1963 that became one of the largest in the country. It launched its first e-commerce site in 1998.

Putting a 21st-century twist on the founder’s original formula of providing people what they want and need at affordable prices, JC Penney is using both its web site and a new experiential test store aimed at creating one-to-one experiences. The new format brings people into the stores with events, learning opportunities, promotions for all ages, and lounge space for relaxation. The new store includes a styling room where people can fashion their own wardrobes; an area for lifestyle workshops and another for in-store events for kids and meetups with local celebrities; fitness classes; lounges; curbside pickup, and more.

The web site features style tips and ready-to-buy outfits promoted by local influencers from different parts of the country.

Brand Personality

JC Penney remains focused on the spirt of the company’s original name: the Golden Rule: “the concept of treating others the way we’d like to be treated, and we’ve operated in this spirit since our founding in Kemmerer, Wyoming, over 110 years ago,” the company says. “Today, we continue to honor our heritage by offering a broad assortment of products from a leading portfolio of private, exclusive and national brands to our valued customers. Our culture is fueled by the Warrior Spirit of approximately 95,000 associates across the globe. We believe the values of loyalty, passion, courage and service define who we are and how we serve our customers.” The company’s web site includes a comprehensive Corporate Responsibility Report.

Buyer Persona

The JC Penney customer values quality at affordable prices, and style and fashion over the importance of a designer brand. To the JC Penney customer, it’s more important to have a look or product that feels right, rather than a selection designed to make a statement to others.

Demographics

The JC Penney customer values quality at affordable prices, and style and fashion over the importance of a designer brand. To the JC Penney customer, it’s more important to have a look or product that feels right, rather than a selection designed to make a statement to others.

Endorsements and Sponsorships

JC Penney has a long tradition of corporate philanthropy. The JC Penney Communities Foundation helps low-income kids with clothing donations, educational support, and disaster donations. JC Penney supports local Y programs, local volunteer efforts by employees, and provides support for cancer research and care.

Customization and Personalization

  • Denominations available
    • Standard denominations: $10 / 25 / 50 / 100 / 200 / 500 / 1000
    • Custom denominations:   Any round dollar denomination available (labeling fees apply)
  • Customization and personalization
    • Seasonal card designs available upon request. Visit JCPGiftcard.com or call for additional details.
  • Reseller policies
    • Verifiable business accreditation requirements
    • Minimum $1,000 order requirement

Contact

ajetter@jcpenneyincentives.com
JCPGiftCard.com
Cell: 402.510.8851
Tel. 800-932-GIFT (4438)
Please call with any questions.


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