JC Penney's One-Cent Plan To Draw Traffic

In a new promotion designed to bring foot traffic into its stores, JC Penney is taking the latter part of its name (almost) literally.

Yesterday (Feb. 28), the retailer launched a campaign called "Get Your Penney's Worth," whereby certain items are available for purchase for just one penny. Mashable notes that deeply discounted price will apply to some items when they are bought alongside other items at full price.

"In order to encourage trial, and introduce more customers to the quality and style associated with brands such as Arizona and JC Penney Home, we are hosting a unique promotional event called Penney Days," JC Penney chief customer and marketing officer Mary Beth West told "At various times throughout the year, we will make available a limited run of some of our five-star-rated items within our private brands so customers have the opportunity to try them for a penny."

West declined to share specifics with the outlet as to what precise items the single-penny price point will apply. The details will not be revealed in advance as a central part of JC Penney's strategy to bring consumers into its stores in order to seek out those savings, although West did remark that they will apply to "a five-star-rated item from within our private brand portfolio that customers tell us that they love," and will "reflect a range of categories and price points."

JC Penney's new campaign, Mashable additionally points out, arrives in the wake of a slight upturn in the retail chain's fortune over the holidays that closed out a 2015 during which it closed 41 stores.



The How We Shop Report, a PYMNTS collaboration with PayPal, aims to understand how consumers of all ages and incomes are shifting to shopping and paying online in the midst of the COVID-19 pandemic. Our research builds on a series of studies conducted since March, surveying more than 16,000 consumers on how their shopping habits and payments preferences are changing as the crisis continues. This report focuses on our latest survey of 2,163 respondents and examines how their increased appetite for online commerce and digital touchless methods, such as QR codes, contactless cards and digital wallets, is poised to shape the post-pandemic economy.