JCPenney builds on 180 years of history to reach the modern consumer

Geoffrey Precourt

The importance of creating an emotional bond with consumers, over and above tactical promotions and price cuts, is the main argument of this presentation by Ruby Anik of JCPenney, to the 2009 Association of National Advertisers Multicultural Marketing & Diversity Conference.

JCPenney builds on 180 years of history to reach the modern consumer

Geoffrey Precourt

Geoffrey Precourt reports from the Association of National Advertisers 2009 Multicultural Marketing & Diversity Conference.  Read more of his latest stories and analysis atwarc.com/precourt.

_______________________

JCPenney is the retail store for Middle America: with its reliance on style and quality - in addition to price - it relies on catalogue, online and store sales to drive its merchandise.

"And, in a time like we've experienced the last two years, our customer is the one who's been hurt the most," said Ruby Anik,...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands