Marketing Currents - Business and Marketing Current Events

How JCPenney is pivoting its brand as part of $1B company turnaround plan


The J.C. Penney Company on Thursday said it would invest more than $1 billion to improve areas like customer experience and operations, the latest turnaround bid by the embattled department store chain.

Click here to read the story at

Discussion Questions:

  1. What is customer experience?
  2. Why is the customer experience important?
  3. Why is JCPenney investing in the customer experience?
  4. What are they doing to improve the customer experience, according to this story?
  5. What does it mean to “pivot” in business?
  6. Why do businesses pivot?
  7. Why do you think JCPenney chose to pivot?
  8. What is positioning?
  9. What is repositioning?
  10. Why is JCPenney repositioning the brand, based on what you learned from this news story?
  11. What is the slogan being used for this campaign?
  12. What message are they hoping to communicate to consumers with the slogan from this campaign?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.