JCPenney dedicates itself to satisfying the needs and expectations of our targeted customer segments. We will offer fashion and basic apparel, accessories, and home furnishings in a customer-friendly environment in our stores, in our catalog, and on the internet.
POSITIONING OBJECTIVE
We seek to provide our target customers with timely and competitive selections of fashionable, quality merchandise with unquestionable day-in, day-out value. Within this positioning framework, we will begin with our target customers' point of view in developing merchandise offerings, quality standards, branding and pricing strategies, visual merchandising, and service levels.We will position JCPenney uniquely in a niche of our own by exceeding the fashion, quality, selection, and service components of the discounter; equaling the merchandise intensity of the specialty store; and providing the selection and "under one roof" shopping convenience of the department store.
MERCHANDISE
We will provide a targeted merchandise offering in three brand categories: private, supplier exclusive, and destination national. This offering will feature strong item statements that create a sustainable competitive advantage. The emphasis will be on private brands as destination brands whose identification with JCPenney will encourage repeat purchases and result in increased market share.
Where national and supplier exclusive brands are meaningful to our target customers, they will be emphasized to enhance JCPenney's competitive position.
VALUE
Value is the summation of how our targeted customer views the combination of quality, selection, fashion, service, and price.
The importance of price in the value equation varies with each target-customer segment and the importance each segment places on fashion, quality, selection, and service. Price is the dominant driver of the value equation for commodity merchandise for each of our targeted customer segments.
Our regular prices will reflect unquestionable day-in and day-out value that will drive profitable sales growth.
JCPenney private brand merchandise must be perceived by targeted customers as having greater value than that of our competition.
CUSTOMER SERVICE JCPenney will create a fun and exciting place to work where associates serve the customer while enjoying their job.
Associates will conduct all customer contacts in consistently friendly, professional, and knowledgeable ways that enhance the customer's confidence in JCPenney and foster repeat business.
The primary responsibility of all associates will be to assist the customer with their shopping by answering their questions and processing their purchases in a quick and efficient manner.
Associates will present an appearance that supports the character of their departments and the merchandise JCPenney sells.
Date Added to Directory: 1/17/2002, Current Content: 10/15/2008, Days in Directory: 2463
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