What a difference a year makes. J.C. Penney, which faced customer backlash, slumping sales, and the stepping down of CEO Ron Johnson, has now become one of the top online shopping destinations for back-to-school sales, according to reports.
Sitting right behind Walmart and above Macy’s in a recent Experian Marketing Services insight, JCPenney.com has been ranked the number two online retail site for back-to-school holiday. According to a recent article in the Wall Street Journal, JCP didn’t even crack the top ten of last year’s Experian insight..
So what was done differently? Although Sarah Holland, manager, media relations and corporate affairs with JCP, declined to comment, the Wall Street Journal states that the retailer could have started it’s paid search campaign much earlier this year to “capitalize on the ongoing trend of consumers looking for deals earlier each year.”
Back-to-school sales are the main focus of the JCP homepage, which promotes deals from Arizona Denim, Izod, and Vans.