About JCPenny
JCPenney, is an American retail company founded in 1902. Today, JCPenney stores include clothing for men, women, boys, girls, and infants along with bedding, home, fine jewelry, shoes, The Salon by InStyle, Sephora inside JCPenney, and more. They engage in marketing apparel, home furnishings, jewelry, cosmetics, and cookware.
You all might know (and love) the JCPenney Rewards program, the initial modern day JCPenney Rewards kicked off in 2008. Today, there are about 24 million active members year over year.
Challenge:
In response to privacy regulations like GDPR and CCPA, browsers such as Safari and Firefox have implemented measures to block or limit third-party cookies. As a result, brands will no longer be able to rely on third-party data as they once did. If you are a brand or buying data, it's not going to be as usable if you get it from a source that's not your own.
JCPenney decided to take action and benefit from these data privacy changes. They recognized the need to collect data directly from the source— their customers.
Solution
Not wasting any time, the department store chain began rolling out Jebbit quizzes to JCPenney shoppers in May, asking people about their lifestyle preference and their shopping habits, among others. In exchange for completing the quiz, people can gain rewards points, which they can apply towards purchases once they reach a certain amount. JCPenney has launched three quizzes so far, with three more planned this year.
The company said it is using the data from the quizzes to influence its messaging and content. For example, its seasonal back-to-school quiz, which aims to help parents find the style their kids want, has over 22,600 views. The company’s quiz, which was available from July through August, asked people a mix of fun questions as well as informational ones to gauge their price sensitivity.
Results
80% completion rate
60% lead capture
22,000 Views
