JCP BRAND ANALYSIS&

E-COMMERCE SITE EFFECTIVENESS

Aarica Jefferson, Julio SantosDominique Marsh, Varissa Campos

S.W.O.T Analysis

Strengths:•Omni-channel•Wide variety of products and services •Lifetime relationship with customers•Brand recognition•Established nationwide

Weaknesses:•Blurred target market•Identity crisis •Decrease in sales•Loss in popularity

Opportunities:•More internet presence •Utilize more social media•Product and service expansion •Niche markets

Threats:•Kohls•Macy’s•Dillards

 

Site Purpose

Inform the consumer on product selection Provide products sold in the brick and mortar store to

online customer. Display

In-store sales Exclusively online promotions Featured merchandise

Positive Branding

While the site is not overly saturated with the new logo, JCP prominently features private brands and designer collaborations.

Showcases promotions that enforce the idea that J.C. Penney is a place to purchase great products for inexpensive prices.

Intended Audience

The intended user of jcpenney.com is broad Consumer searching for specific item Former shopper that is rediscovering brand Current shopper that is researching sales

JCP is now targeting younger consumers, a fairly recently enforced strategy.

Mobile Content Solutions

Mobile device updates Text alerts are useful for the shopper who

doesn’t receive mail circulars have an email address Use a smart phone

Ensures consumer remains aware of sales

and promotions

Revenue Model & Marketing Relationships J.C. Penney follows the value added and product

differentiation revenue model.

J.C. Penney does not appear to have affiliates, alliances, a market place, or other marketing relationships, but they do have investors.

Features & Functionality

Simple and enjoyable Features:

Sign-up for both mobile and email updates Item search engine Links to social media  

Usability

Very user-friendly Award-winning usability Departmental product categories

Home, women’s, men’s, junior’s, kid’s, shoes and patio Mouse-over sub-menus Easy to navigate

Social Media

Utilizes social media to create awareness Of store brand Of sales and promotions Of private brands

Links to Facebook, Twitter, and YouTube page.

Mobile Commerce

Utilizes mobile commerce capabilities plenty of options for mobile

mobile updates mobile app available for

iPhone iPad Android devices.

International Presence

JCP ships to South America, Europe, Africa, Asia and Canada.

Shipping rates are dependent on country

No physical stores outside of the United States

J.C. Penney’s Major Competitor

Usability

J.C. Penney site is more user-friendly than Kohl’s More clearly defined navigation tools

Ex. clothing categories. “Women’s pants”

Both websites are easy to use, but J.C. Penney’s site is slightly more polished looking, and easier to maneuver.

Web Strategies

Strategies are similar Kohl’s showcases sales promotions more noticeably Kohl’s clarity in advertisement is the stronger website

strategy Entices the Kohl’s consumer to enter the sale webpage More likely to purchase impulsively.

Assortment Differences

Organization of product categories is different J.C. Penney has a more broad, less cluttered approach to

their product assortment. Kohl’s has more than five sub categories for each product

section, which can be overwhelming for customers when shopping online.

Conclusion

JCP has strong brand recognition, but while attempting to gain new consumers, former consumers were alienated

JCP has more user-friendly website design than its main competitor, Kohl’s

Kohl’s has a more compelling cross-selling e-commerce strategy

JCP should focus on reversing damage done by rapid repositioning Reclaim former consumers by reverting back to previous pricing

strategy; JCP consumers prefer the implementation of coupons and finding bargains