Jcp Customer Relationship Management Paper

In: Business and Management

Submitted By sose20
Words 1061
Pages 5
Customer Relationship Marketing

J.C.Penny Company, Inc, known as JCPenny, is a chain for mid range department store based in Plano,Texas. The company has 1,102 department stores in 49 states and Puerto Rico as of January 22, 20012. The store consists of selling merchandise and services to consumers in its department stores and online at The company sells clothes, jewelry, furniture etc... And it offers its customers services such as hair salon, portrait studio, custom decorating and optical.
In February of 2012 the new “Every Day” pricing strategy was developed where prices are always low and did not end in a 9 or a 7 but instead they were using the whole figure for pricing and they got rid of coupons. After implementing this strategy, sales dropped by 32% compared to the previous year. After the disastrous marketing decisions that led to a $1.1 billion in loss within a year; former CEO Ron Johnson was fired in April of 2013.
To gain their customers back, I think that JCPenny needs to do more than just lower prices and go back to their old couponing strategies. The company needs to differentiate itself from its competitors by putting more efforts on their customer relationship marketing. One way that has been proven to reach a huge variety of customers in a more personal way is Emails. This will help to mend the customer relationships since they will be more likely to feel that they are getting personalized attention from the company; which in return will make them loyal. If done right and in a timely manner, emails will serve as a constant reminder of the great deals and values customers will receive. It is essentially important, to set up appropriate CRM training for the staff. A CRM implementation strategy must be carried out properly to ensure efficiency. It is very critical for the employees to understand what the customers’ needs are.…...

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