J.C. Penney looks to hit all the right notes
Fola Akinnibi, USA TODAY 12:05 a.m. EST November 18, 2013 11/13/13 2:26:15 PM -- Springfield, VA, U.S.A -- Silvia De Paz, left, and Virginia Quisbert, with son Dominik, 2 and daughter Carmen, 3, shop at JC Penny in the Springfield Mall. Penney's marketing slogan "Jingle More Bells" is for their campaign about how customers can be as generous as they want this season when they shop JC Penney. retail Photo by H. Darr Beiser, USA TODAY staff ORG XMIT: HB 130388 JCPenney 11/13/2013 (Via OlyDrop)(Photo: H. Darr Beiser USAT)J.C. Penney wants to carol its way back into the hearts of consumers this holiday season with a new "Jingle More Bells" marketing campaign launching this week.Penney's holiday strategy focuses on driving traffic into stores and restoring faith in the brand with six straight weeks of promotions – a leap from Johnson's emphasis on everyday low prices. Low prices will be emphasized through music in the "Jingle More Bells" campaign, including the release of a new TV spot every week through the end of December. The spots will feature twists on classic holiday songs to promote in-store sales.The first spot features a play on "Santa Baby," where carolers urge Santa to "slip a discount under the tree."Blake Shelton, the JCP Cares ambassador, will perform at the Manhattan Mall store on Dec. 19. The event is a part of the retailer's social media campaign that allows customers to upload a video of themselves singing "Silent Night" to be featured in a virtual holiday performance on the same day.The retailer hopes to use this strategy to build on an October that saw a 0.9% jump in sales. Stocks also rose to $9.05 a share on Friday. Though the growth is positive it is far from a trend, says Standard & Poor's analyst David Kuntz.Former…
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