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 marketingdive.com.

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?