Turning against the tide: The fight to bring back JCPenney

This article explains how JCPenney, the US department store chain, is turning around its fortunes by using data to segment and target its audiences, and integrating creative TV ad campaigns with social.

Turning against the tide: The fight to bring back JCPenney

David Ward

When Debra Berman first joined JCPenney as senior vice president of marketing in August 2013, she knew she was taking on an almost Herculean task.

The once venerable JCP brand was reeling from damage done in recent years, which left it with plummeting sales. She took the job immediately following the disastrous reign of CEO Ron Johnson. The former Apple marketing executive had turned off long-term customers by completely eliminating the sales and promotions JCP was known for in favor of an ill-fated move toward everyday low pricing....

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