JCPenney's 'The Gift of Giving' Helps Shoppers Gift Other Consumers
Laura McQuarrie — December 17, 2014 — Marketing
References: justgotjingled & adsoftheworld
As part of its #JustGotJingled campaign, JCPenney is encouraging this holiday season to be all about 'The Gift of Giving,' whether that means shoveling the snow off of a neighbor's sidewalk or doing a small kindness for a total stranger.
In this video, JCPenney asks its shoppers if it is better to give or receive a gift. Then, consumers were given a chance to do something good for other shoppers in the store by gifting them absolutely anything in the store. For some, this included small things like buying a jacket and a pair of slippers, or for others, helping to pick out a big purchase like a wedding and engagement ring. No matter the value of the gifts, what really stands out is the heartwarming interactions between people.
Image Credit: JCPenney
In this video, JCPenney asks its shoppers if it is better to give or receive a gift. Then, consumers were given a chance to do something good for other shoppers in the store by gifting them absolutely anything in the store. For some, this included small things like buying a jacket and a pair of slippers, or for others, helping to pick out a big purchase like a wedding and engagement ring. No matter the value of the gifts, what really stands out is the heartwarming interactions between people.
Image Credit: JCPenney
Trend Themes
1. Gift-sharing Stunts - Disruptive innovation opportunity: Creating interactive experiences that prompt customers to engage in acts of kindness and gift-giving.
2. Community Engagement Initiatives - Disruptive innovation opportunity: Developing campaigns that encourage customers to contribute to their local communities through random acts of kindness.
3. Heartwarming Interactions - Disruptive innovation opportunity: Designing initiatives that foster meaningful connections and positive experiences between customers in retail environments.
Industry Implications
1. Retail - Disruptive innovation opportunity: Introducing new gifting experiences that promote a sense of community and generosity within the retail industry.
2. Marketing and Advertising - Disruptive innovation opportunity: Utilizing creative marketing and advertising strategies to engage customers in acts of kindness and gift-giving.
3. Customer Experience - Disruptive innovation opportunity: Enhancing customer experience by promoting interactions and fostering a sense of connection in retail settings.
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