JCPenney Offers New Rewards Program

JCPenney customers can now earn reward points and receive special members-only benefits in-store, online, or via catalog, each month via the JCP Rewards program. JCP Rewards members automatically receive points from purchases on any one of three personal or credit debit cards registered online for the program, eliminating the need for an additional loyalty card.

JCP Rewards members can earn one point for every dollar spent on JCPenney regular or sale-priced items, and points are doubled for customers who shopped at JCPenney the previous month.  Customers can register up to three personal credit or debit cards via Consumers who also register their JCPenney credit cards will receive additional JCP Rewards points.

“Customer relationship marketing has always been important to JCPenney,” says Kate Parkhouse, spokesperson for JCPenney. “It is an important piece of our marketing strategy. We want to reward our loyal customers and continue to build long term relationships with them.” JCPenney’s target customers are middle-income shoppers in the 35-54 age range with annual incomes between $40,000 and $100,000, according to Parkhouse.

“We know that a significant number of consumers are shopping in our merchandise categories each month,” says Mike Boylson, chief marketing officer at JCPenney.  “We also know that our customers spend an average of $30 to $40 each time they shop with us. With JCP Rewards we are able to reward customers for regularly shopping at JCPenney, while building long term customer loyalty.”


Exclusive offers for JCP Rewards members
In addition to reward points, JC Penney will send Rewards participants members-only emails with saving and special bonus offers. “[Promotions] can range from additional discounts (particularly if you register your JCPenney credit card as one of your cards — that can earn an extra 25 percent in points— to shopping on special days and for buying select merchandise to special sign-up offers, such as ‘join today and you will qualify for the Monthly Shopper double points through 12/31/08 no matter how often you shop,’” explains Parkhouse.

The points and rewards are capped off at $10 per month, limiting customers’ earnings to $120 or less during one calendar year. Customers must redeem their $10 certificates during the month in which it is issued. In addition, rewards members will be able to use their certificates in conjunction with other promotions.

JCPenney will send monthly emails to rewards program members including a statement with their current point balance. Members also can log onto their account via to view their latest reward point balance, print their certificates, or call the Customer Service Hotline for any additional questions.

To redeem points, customers will get an email informing them that their $10 JCP Rewards Certificate is waiting to be printed at Once customers print their certificate, they can present it at any JCPenney store, enter the JCP Rewards code at checkout at, or provide it to the customer service associate who takes a catalog order by phone.

“We are making the appropriate investment in our loyalty marketing,” says Parkhouse. “With our direct mail and other customer marketing tools, our goal is to address our loyal customers and build long term relationships with them.”

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